NURUL, MAFLIKHA (2023) ANALISIS PENGARUH PERSEPSI TARIF, PROMOSI, INOVASI PELAYANAN DAN KEAMANAN TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN JASA GRABBIKE DI KOTA SEMARANG. SKRIPSI.
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Abstract
This research was conducted to determine the factors that influence the perception of tariffs, promotions, service innovation and security on consumers' decisions to use the Grabbike application in Semarang City. Data collection was carried out through observation, literature study, interviews, documentation and questionnaires. This study used a non-probability sampling technique, namely incidental sampling. Data analysis used in this study was descriptive and quantitative analysis of data was analyzed using multiple linear regression analysis with the help of (software) Statistical Package For Social (SPSS) version 25. Based on the research results, it can be seen that the research model of the multiple linear regression equation is Y = -1.748 + 0.295.X1 + 0.262.X2 + 0.239.X3 + 0.334. X4 + µ. Where are the variables Consumer Decision (Y), Tariff Perception (X1), Promotion (X2), Service Innovation (X3) and Security (X4) tested using the t test showing that the four independent variables partially have a significant influence on consumer decisions as variables dependent. The Adjusted R Square figure of 0.618 indicates that 61.8 percent of consumer decision variables can be explained through the four independent variables in the regression equation. While the remaining 38.2 percent is explained by other variables outside the four variables used in this study. Keywords: Tariff Perception, Promotion, Service Innovation and security
| Item Type: | Article |
|---|---|
| Additional Information: | 212404012 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 11 Aug 2023 07:35 |
| Last Modified: | 11 Aug 2023 07:35 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/5513 |
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