AHMAD, AHYAR RASYID (2022) PENGARUH KUALITAS PELAYANAN, PROMOSI, PERSEPSI HARGA DAN KEMUDAHAN TERHADAP KEPUTUSAN PENGGUNAAN JASA TRANSPORTASI (Study kasus pada pengguna jasa transportasi online shopee food di kota semarang). SKRIPSI.
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Abstract
This study aims to determine the effect of service quality, promotion, price perception, and convenience on the decision to use Shopee Food's online transportation. The sample taken in this study were 100 respondents using Shopee Food online transportation in Semarang City, using purposive sampling method. Hypothesis testing is done by using multiple linear regression analysis. The results of this study indicate that there is no influence of the Service Quality variable on the Decision to Use Shopee Food Transportation Services, there is no influence of the Promotion variable on the Decision to Use Shopee Food Transportation Services, the Price Perception variable has a positive and significant effect on the variable on the Decision to Use Shopee Food Transportation Services, the variable Convenience has a positive and significant effect on the variables on the Decision to Use Shopee Food Transportation Services. Based on the research results, it can be seen that the research model of the multiple linear regression equation is Y= -1.836 + 0.330 + 0.328 + 0.216 + 0.264 + . From the regression equation, it can be seen that the most dominant variable affecting the decision to use online shopee food transportation is the service quality variable with a regression coefficient of 0.330. and the R2 test (Adjusted R Square) the results are 0.616 or 61.6% which means that the decision to use shopee food online transportation is influenced by the variables of service quality, promotion, price perception and convenience, which is 61.6% and other factors that influence the decision to use shopee food online transportation by 38.4%. Keywords : Usage Decision, Service Quality, Promotion, Price Perception, and Ease
| Item Type: | Article |
|---|---|
| Additional Information: | 202304008 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 13 Jan 2023 07:59 |
| Last Modified: | 13 Jan 2023 07:59 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/4713 |
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