MUHAMMAD, YUS SAPRIZAL (2020) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN KHUSUS PENGGUNA WANITA DALAM MENGGUNAKAN GOJEK ONLINE DI KOTA SEMARANG (Studi Kasus Pengguna Wanita Gojek Online di Kota Semarang ). SKRIPSI.
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Abstract
Consumers' decisions by several factors include products and services, price perception and promotions. Of the three have an important role in improving consumer decisions with satisfactory results. The purpose of this study was to see the effect of service products, price perceptions and promotions on consumer decisions to use online Gojek in the city of Semarang. The research population was Gojek users in Semarang City with a sampling system of 100 respondents (sample). The research variables consist of: Service product independent variable (X1), Price Perception (X2), and Promotion (X3) as well as Consumer decision variables (Y). The research model is multiple linear regression analysis. The results of the analysis with the statistical tools of the SPSS V.22 program obtained multiple linear regression equations Y = 1.944 + 0.326 X1 + 0.315 X2 + 0.194 X3 + µ. The results of multiple linear equations show that there is a positive and significant influence between Service Products on Consumer Decisions 3.801> t table of 1.9447), Price Perceptions of Consumer Decisions (t count 3.450> t table of 1.9447), Promotion of Consumer Decisions ( t count 2.023> t table of 1.9447), individually Service Products, Price Perception and Promotion affect Consumer Decisions. The effect of the three research variables is very strong with the coefficient value (R Square) obtained by 50.9% on consumer decisions and 49.1% from undetected variables in this study. Keywords : Service Products, Price Perception, Promotion and Consumer
| Item Type: | Article |
|---|---|
| Additional Information: | 1617.04.108 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 04 Mar 2021 04:01 |
| Last Modified: | 04 Mar 2021 04:01 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/3207 |
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