ANALISIS PENGARUH KEPUTUSAN KONSUMEN TERHADAP TRANSPORTASI ONLINE GO-JEK DI KELURAHAN BONGSARI

SYAIFUL, ARIF YORIKO (2022) ANALISIS PENGARUH KEPUTUSAN KONSUMEN TERHADAP TRANSPORTASI ONLINE GO-JEK DI KELURAHAN BONGSARI. SKRIPSI.

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Abstract

Consumer decisions are individual activities that are directly involved in obtaining and using goods or services in which there is a decision-making process in the preparation and determination of these activities. Service is any action or activity that can be offered by one party to another, which is basically intangible and does not result in any ownership. Convenience is one of the factors that make consumers prefer online transportation because it is considered easier and faster. Promotion is a medium to introduce a new product or service or strengthen a brand image or an existing product. Trust is one party's belief in the reliability, durability, and integrity of the other party in the relationship and the belief that his actions are in the best interests of and will produce positive results for the trusted party. The results of multiple linear regression analysis obtained: Y= -1.753 + 0.306 .X1 + 0.284 .X2 +0.216 .X3 + 0.327.X4 +µ. It shows that, based on empirical data (the results of filling out the questionnaire) and the results of multiple linear regression, it shows that the service variable (X1) has a t count value of 4.224 > t table 1.98638 then, H0 is rejected and Ha is accepted. The convenience variable (X2) has a t-count value of 2.344 > t-table 1.98638, so H0 is rejected and Ha is accepted. Promotion variable (X3) has a t-count value of 2.191 and a t-table of 1.98638, so H0 is rejected and Ha is accepted. The confidence variable (X4) has a t-count value of 3.773 > t-table 1.98638. Thus the results of the study show that there is a positive and significant influence between Service, Convenience, Promotion, and Trust on Consumer Decisions. Keywords: Service, Convenience, Promotion, Trust, and Consumer Decision

Item Type: Article
Additional Information: 1819.04.204
Subjects: Transportasi
Divisions: Program Studi > S1-Transportasi
Depositing User: AMNI Perpustakaan Semarang
Date Deposited: 18 Jan 2023 06:07
Last Modified: 18 Jan 2023 06:07
URI: http://repository.unimar-amni.ac.id/id/eprint/4916

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