ANALISIS PENGARUH PERSEPSI HARGA, PREFERENSI DAN PERILAKU TERHADAP MINAT MAHASISWA/TARUNA UNIVERSITAS MARITIM AMNI SEMARANG DALAM MENGGUNAKAN LAYANAN JASA TRANSPORTASI ONLINE GOJEK

YOHANES, ELTHON SUPUSEPA (2023) ANALISIS PENGARUH PERSEPSI HARGA, PREFERENSI DAN PERILAKU TERHADAP MINAT MAHASISWA/TARUNA UNIVERSITAS MARITIM AMNI SEMARANG DALAM MENGGUNAKAN LAYANAN JASA TRANSPORTASI ONLINE GOJEK. SKRIPSI.

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Abstract

The interest of student/cadets in using Gojek has increased. This increase was due to price perception, preference and behavior. This study aims todetermine the effect of price perseptions, preference and behavior variables on interest. The population in this study were AMNI semarang Maritime University Students/Taruna class of 2020-2022 and the sample used in this study was 95 respondents. Data collection methods used are observation (observation), interviews and distributing questionnaires. The result of analysis show that : price perception has a positive and significant effect on the intention to use Gojek, preferences have a positive and significant effect on the intention to use Gojek, behavior has a positive and significant effect in the intention to use Gojek. The sampling technique used in non-probability sampling type insidential sampling, then the data was analyzed using multiple linear regression with the help of (software) Statistical Package For Social Sciense (SPSS) Version 26. The Formulation of the regression in this is as follows : Y = 1.706 + 0,325X1 + 0,205X2 + 0,320X3 + µ From this equation it is known that the most dominan variable effecting interest is the preference variable with a regression coefficient of 0.205. The R2 test (R square) obtained a result of 0.504 or 50.4%, which means that interest is influenced by the variable price perception, preference and behavior which is equal 50.4% and other factors the affect the interest of AMNI Semarang Maritime University syudents/cadets in using Gojek Online Transportation Services, namely 49.6% Keywords : Interest, Price Perseption, Behavior

Item Type:	Article
Additional Information:	1617.04.161
Subjects:	Transportasi
Divisions:	Program Studi > S1-Transportasi
Depositing User:	AMNI Perpustakaan Semarang
Date Deposited:	18 Jan 2024 07:36
Last Modified:	18 Jan 2024 07:36
URI:	http://repository.unimar-amni.ac.id/id/eprint/5799

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