ANALISIS FAKTOR-FAKTOR KUALITAS PELAYANAN, PERSEPSI HARGA, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN OJEK ONLINE ( Studi Kasus Terhadap Pengguna Wanita Go-jek di Kota Semarang)

RAHMA, BELA PRATIWI (2021) ANALISIS FAKTOR-FAKTOR KUALITAS PELAYANAN, PERSEPSI HARGA, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN OJEK ONLINE ( Studi Kasus Terhadap Pengguna Wanita Go-jek di Kota Semarang). SKRIPSI.

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Abstract

Consumer decisions are influenced by several factors including Service Quality, Price Perception, Promotion and Brand Image. Of these four variables have an important role in improving consumer decisions with satisfactory results. The purpose of this study was to determine whether there is an influence of Service Quality, Price Perception, Promotion and Brand Image on Consumer Decisions using Gojek Online in Semarang City. In this study, the population is female Gojek users in Semarang City by taking a sample with total of 100 respondents (samples). The variables in this study consist of: Service Quality (X1), Price Perception (X2), Promotion (X3) and Brand Image (X4) and the dependent variable is Consumer Decision (Y). The results of the analysis using statistical alt program SPSS v. 25 the multiple linear regression equation obtained Y = -1.643 + 0.340.X1 + 0.299.X2 + 0.289.X3 + 0.193.X4 + From the regression equation, it can be seen that the most dominant variable influencing consumer decisions is the service quality variable with a regression coefficient of 0.340. And the R2 test obtained results of 0.643 or 64.3% which means that consumer decisions to use Gojek in Semarang City are influenced by service quality, price perceptions, promotions and brand image which are 64.3% and other factors that influence consumer decisions to use Gojek by 35.7% or 0.357 Keywords: Service Quality, Price Perception, Promotion, Brand Image and Consumer Decision

Item Type: Article
Additional Information: 1718.04.187
Subjects: Transportasi
Divisions: Program Studi > S1-Transportasi
Depositing User: AMNI Perpustakaan Semarang
Date Deposited: 21 Oct 2021 04:16
Last Modified: 21 Oct 2021 04:16
URI: http://repository.unimar-amni.ac.id/id/eprint/3776

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