DITHO, VERNANDA (2023) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN MAKANAN DAN MINUMAN MENGGUNAKAN APLIKASI GOJEK FITUR GOFOOD (Studi Pada Pengguna Aplikasi Gojek Di Kabupaten Magelang). SKRIPSI.
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Abstract
ABSTRACT The purpose of this study was to determine the effect of psychological factors (X1), promotion (X2), personal (X3), and service quality (X4) on purchasing decisions (Y) using the Gojek application featuring Gofood in Magelang Regency. The research used in the preparation of this research is quantitative. The population in this study are users of the Gojek application with Gofood features, with a sample of 97 respondents from the rao purba formula. Data collection method with a questionnaire. The methods used to test and analyze the data are validity test, reliability test, classical assumption test, multiple linear regression analysis, t test, and the coefficient of determination. The results of the formulation of the regression in this study are as follows: Y = -1,795 + 0,296X1 + 0,237X2 + 0,249X3 + 0,354X4 + µ The results of the multiple regression study showed that there was a partial positive effect of Psychological Factors on Purchasing Decisions (tcount 4.221 > ttable 1.98609), then Promotional Factors on Purchasing Decisions (tcount 2.561 > ttable 1.98609), Personal Factors on Purchase Decisions (tcount 2.400 > ttable 1.98609), and Service Quality Factors on Purchasing Decisions (tcount 4.481 > ttable 1.98609). The influence of the four research variables is very strong with a correlation value of Adjusted R^2 = 0.626. By using validity and reliability tests to test the validity of the data. The results of this study indicate that psychological, promotional, personal, and service quality factors simultaneously have a positive and significant effect on purchasing decisions using Gofood. Keywords: Psychological Factors, Promotional Factors, Personal Factors, Service Quality Factors, and Purchase Decisions
| Item Type: | Article |
|---|---|
| Additional Information: | 192004058 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 11 Aug 2023 07:31 |
| Last Modified: | 11 Aug 2023 07:31 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/5469 |
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