ARDYANSAH, HARDA PRATAMA PUTRA (2022) ANALISIS FAKTOR KUALITAS LAYANAN, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA JASA LAYANAN SHOPEE FOOD DI SURABAYA. SKRIPSI.
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Abstract
Shipping safety is very important and occupies a central position in all aspects of the shipping world. Aspects attached to safety and security relating to transportation in waters and ports. Shipping safety is defined as a condition where the safety and security requirements related to transportation in waters and ports are met. The level of consumer purchasing decisions is closely related to the level of convenience in using a product or service, the quality of service and the price offered. Purchasing decision is a process where consumers recognize the problem, seek information about a particular product or brand and evaluate how well each alternative can solve the problem which then leads to a purchase decision. This study aims to determine the effect of service quality, price and promotion partially or simultaneously on purchasing decisions. The population in this study were shopee food service users and the sample of this study was 97 respondents. The sampling technique is non-probability sampling with the type of sampling that is purposive sampling. Analysis of the data used in this study is descriptive analysis and quantitative analysis, the data were analyzed using multiple linear regression analysis with the help of (software) statistical package for social science (spss) version 25. The results of partial and simultaneous hypothesis testing indicate that service quality , price and promotion have a positive and significant effect on purchasing decisions. Based on the results of the study, it can be seen that the research model of the multiple linear regression equation is: Y= 1.601 + 0.239.X1 + 0.258.X2 + 0.383.X3 + µ . From the regression equation, it can be seen that the most dominant variable influencing purchasing decisions is the promotion variable with a regression coefficient of 0.383. The R2 (r square) test obtained results of 0.652 or 65.2% which means that purchasing decisions are influenced by the variables of service quality, price and promotion which are 65.2% and other factors that influence purchasing decisions are 31.1% or 0.311 . Keywords : Price, Purchase Decision, Service Quality and Promotion
| Item Type: | Article |
|---|---|
| Additional Information: | 181904233 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 16 Jan 2023 05:53 |
| Last Modified: | 16 Jan 2023 05:53 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/4729 |
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