ARFAYUSA, WAHYU PRIYAMBUDI (2024) ANALISIS PENGARUH KUALITAS PELAYANAN, PERSEPSI HARGA, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PENGGUNAAN JASA TRANSPORTASI ONLINE (STUDI KASUS PADA PELANGGAN GOJEK DI JAKARTA). SKRIPSI.
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NAMA. ARFAYUSA WAHYU PRIYAMBUDI. NRP. 202104033.pdf Restricted to Repository staff only Download (1MB) |
Abstract
DKI Jakarta Province is a province with a large population, this area is also a center for offices, education, trade and government, so the activity and mobility of its people is relatively higher compared to other regions. The next impact is the problem of meeting needs and providing transportation. To overcome this problem, people need fast, safe, comfortable transportation at affordable prices. Along with the development of technology, there are currently applications that introduce online ordering services with various better service qualities, convenience, offer bonuses and so on. The purpose of this research is to find out and analyze the influence of Service Quality, Price Perception, Promotion and Brand Image on the Decision to Use Online Transportation Services for Gojek Customers in Jakarta. The method used in this research is quantitative. The sampling technique used is Non-Probability Sampling with purposive sampling. The analysis technique used in this research is multiple linear regression analysis. The research results show that there is a positive and significant influence both simultaneously and partially between the independent variables Service Quality, Price Perception, Promotion and Brand Image on the Decision to Use Gojek Online Transportation Services in Jakarta with the equation result:. = 1,476 + 0,108 + , + , + , + μ. The most dominant variable influencing the decision to use Gojek online transportation services in Jakarta is brand image with a regression coefficient of 0.286. The coefficient of determination or adjusted R-Squared value is 0.785 or 78.5 percent. This means that the independent variables together have a contribution of 78.5 percent in influencing the dependent variable on the decision to use online transportation services. Meanwhile, the remaining 22.5 percent is explained by variables other than the independent variables in the research. Keywords: Service Quality, Brand Image, Price Perception, Promotion and Usage Decisions
| Item Type: | Article |
|---|---|
| Additional Information: | 202104033 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 05 Aug 2024 06:24 |
| Last Modified: | 05 Aug 2024 06:24 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/6120 |
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