NOVITA, YULANDA (2018) ANALISIS PENGARUH WORD OF MOUTH, BRAND IMAGE, PERCEIVED EASE OF USE DAN PRICE TERHADAP KEPUTUSAN PENGGUNAAN LAYANAN JASA TRANSPORTASI GO-FOOD DI SEMARANG TIMUR. SKRIPSI.
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Abstract
This study aims to analyze the effect of word of mouth, brand image perceived ease of use, Price and to decision Go-Food use transportation services in Semarang east. The samples used were consumers go-food in Semarang east. Late data is processed using multiple linear regression. These results indicate the variable word of mouth, brand image, perceived ease of use, and price, significantly influence the decision to use Go-Food, simultaneously and partially. The research data was collected from 100 respondents as the decision to use Go-Food transportation services in Semarang east. The samples in this study using Kuota sampling. The analysis used in this study include validity, reliability, classic assumption test, multiple linear regression analysis, and hypothesis testing that includes t-test, f, and the coefficient of determination (R ²). Results of regression and t test can be in the know that word of mouth, brand image, perceived ease of use positive,Price and significant impact on the decision variables Go-Food use transportation services. Results coefficient of determination (Adjusted R ² = 0.669), this means that the independent variables can explain the dependent variable of 66.9%. While the rest (100% - 66.9% = 33.1%) is influenced by other variables outside variables studied. Keywords: Word Of Mouth, Brand Image and Perceived Ease Of Use and User Decisions
| Item Type: | Article |
|---|---|
| Additional Information: | NIM : 1501.14.095 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 28 Nov 2019 03:18 |
| Last Modified: | 28 Nov 2019 03:18 |
| URI: | http://repository.stimart-amni.ac.id/id/eprint/332 |
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