The purpose of this study was to determine the effect of brand image and customer value on customer satisfaction with Gojek Go-Ride transportation service users in Manado City. This research uses quantitative with the main instrument in collecting data in the form of a questionnaire. The population of this study were students using Gojek Go-Ride transportation services in Manado City. While the sample is 100 students from Sam Ratulangi University. Determination of samples is done using purposive sampling. To analyze data used Partial Least Square (PLS). The results showed that partially the brand image had an effect on customer value and customer satisfaction. Customer value has a significant effect on customer satisfaction, so the management of Gojek Go-Ride must be able to increase customer value, and improve brand image by providing maximum service to customers.

Keywords: Brand Image, Customer Value, Customer Satisfaction