AKBAR, SILMI KAFATA (2020) ANALISIS PENGARUH HARGA, PROMOSI DAN INOVASI LAYANAN TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN JASA GOJEK DI KOTA SURAKARTA. SKRIPSI.
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Abstract
In this study analyzed three variables of price, promotion, and service innovation variables that affect variable dependence, namely the decision of consumers to use Gojek services in the city of Surakarta. Problem formulation, research objectives and hypotheses in this study were to analyze the positive and significant influence individually between independent variables namely: price, promotion and service innovation on the dependent variable, the decision of consumers to use Gojek services in the Surakarta City. In this study the object taken was Go-jek Surakarta online users / customers. The data analysis technique is multiple linear regression techniques. Based on the results of research and data analysis generated regression equations: Y = -0,746+ 0,152 X1 + 0,569 X2 + 0,333 X3 + µ The results of the multiple linear regression equation show that there is a positive and partially significant effect between price on the consumer decision (t count value of 2,209 > t table value of 1.98447), the results of the multiple linear regression equation show that there is a positive and significant effect between promotion to consumer decision (t count = 7,692 > t table = 1.98447), the results of multiple linear regression equations show that there is a positive and significant effect between service innovation on consumer decision (t count = 5,927 > t table = 1.98447), the coefficient of determination gets the Adjusted R square value of 0,792, thus 79,2% of Go-Jek service users are explained by these 3 variables, while the remaining 20,8% is the influence of other variables not included in this study. Keywords: Price, Promotion, Service Innovation, Consumer Decision.
| Item Type: | Article |
|---|---|
| Additional Information: | 1617.04.008 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 18 Nov 2020 05:02 |
| Last Modified: | 18 Nov 2020 05:02 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/3036 |
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