SAID, MUHAMMAD RADIANSYAH (2024) ANALISIS FAKTOR-FAKTOR KUALITAS PELAYANAN, PERSEPSI HARGA, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN OJEK ONLINE ( Studi Kasus Terhadap Pengguna Go-jek di Kota Semarang). SKRIPSI.
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Abstract
Consumer decisions are influenced by several factors including Service Quality, Price Perception, Promotion and Brand Image. Of these four variables have an important role in improving consumer decisions with satisfactory results. The purpose of this study was to determine whether there is an influence of Service Quality, Price Perception, Promotion and Brand Image on Consumer Decisions using Gojek Online in Semarang City. In this study, the population is female Gojek users in Semarang City by taking a sample with total of 100 respondents (samples). The variables in this study consist of: Service Quality (X1), Price Perception (X2), Promotion (X3) and Brand Image (X4) and the dependent variable is Consumer Decision (Y). The results of the analysis using statistical alt program SPSS v. 25 the multiple linear regression equation obtained Y = -1.643 + 0.340.X1 + 0.299.X2 + 0.289.X3 + 0.193.X4 + The service quality variable has a positive and significant effect on consumer decisions with a calculated t value (5.332) > t table (1.98498) with a significant value of 0.000 < 0.05. The price perception variable has a positive and significant effect on consumer decisions with a calculated t value (3.164) > t table (1.98498) with a significant value of 0.002 < 0.05. The promotion variable has a positive and significant effect on consumer decisions with a calculated t value (3.660) > t table (1.98498) with a significant value of 0.000 < 0.05. The brand image variable has a positive and significant effect on consumer decisions with a calculated t value (2.433) > t table (1.98498) with a significant value of 0.017 < 0.05 From the regression equation, it can be seen that the most dominant variable influencing consumer decisions is the service quality variable with a regression coefficient of 0.340. And the R2 test obtained results of 0.643 or 64.3% which means that consumer decisions to use Gojek in Semarang City are influenced by service quality, price perceptions, promotions and brand image which are 64.3% and other factors that influence consumer decisions to use Gojek by 35.7% or 0.357 Keywords: Service Quality, Price Perception, Promotion, Brand Image and Consumer Decision
| Item Type: | Article |
|---|---|
| Additional Information: | 1718.04.201 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 02 Sep 2024 01:31 |
| Last Modified: | 02 Sep 2024 01:31 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/6207 |
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