ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT PENGGUNA GORIDE PADA GOJEK DI KOTA SEMARANG

SUKMA, AMNESTI (2020) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT PENGGUNA GORIDE PADA GOJEK DI KOTA SEMARANG. SKRIPSI.

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Abstract

In the era of globalization, business competition faced by companies is getting tougher. Service businesses are increasingly diverse in order to meet the needs of society. One of the businesses in the service sector that is growing rapidly is transportation services. This study aims to determine the effect of Service, Perceived Ease of Use, and Price partially on GoRide User Interests in Gojek in Semarang City. The population in this study was taken from GoRide consumers at Gojek in the city of Semarang and the sample used in this study were 130 respondents. The sampling technique used was nonprobability sampling with the type of sampling, namely purposive sampling. The analytical method used in this research is descriptive analysis and quantitative analysis, then the data is analyzed using multiple linear regression with the help of (software) Statistic Package for Social Science (SPSS). Hypothesis test results show that the variables Servive, Perceived Ease of Use, and Price have a partial effect on User Interests. The results of multiple linear regression analysis obtained Y = -1.284 + 0.463X1 + 0.269X2 + 0.377X3 + µ From this equation, it is known that the most dominant variable affecting User Interest is the Service variable with a regression coefficient of 0.463. The R2 (R square) test resulted in a result of 0.590 or 59% which means that GoRide User Interest in Gojek in Semarang City is influenced by the Service, Perceived Ease of Use, and Price variables, which is 59% and other factors that affect GoRide User Interests in Gojek in the city of Semarang, namely 41%. Keywords : Service, Perceived Ease of Use, Price, and User Interests.

Item Type: Article
Additional Information: 161704147
Subjects: Transportasi
Divisions: Program Studi > S1-Transportasi
Depositing User: AMNI Perpustakaan Semarang
Date Deposited: 04 Mar 2021 04:02
Last Modified: 04 Mar 2021 04:02
URI: http://repository.unimar-amni.ac.id/id/eprint/3226

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