RIN, DHANI (2023) PENGARUH CUSTOMER RATING, FITUR LAYANAN, CITRA MEREK, DAN POTONGAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI APLIKASI GRAB DI KOTA JOMBANG. SKRIPSI.
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Abstract
Purchasing decisions play a very important role because they can increase profits for the company in improving the products or services being marketed. Purchasing decision is a final decision that a consumer has to buy a product or service with certain considerations. Purchase decisions made by consumers describe how far marketers are in an effort to market a product or service to consumers. In this study, purchasing decisions are influenced by several factors including: Customer Ratings, Service Features, Brand Image and Price Discounts. The data were analyzed using multiple linear regression analysis using the SPSS version 22 application. The results of the t-test hypothesis testing showed that customer ratings, service features, brand image and price discounts had a positive and significant partial effect on purchasing decisions. Based on the research results it is known that the research model of the multiple linear regression equation results in the equation: Y = -0.846 + 0.206X1 + 0.133X2 + 0.413X3 + 0.344X4 + µ The results of the equation show that the customer rating variable (X1) has t count (0.206) > t table (1.98498), the service features variable (X2) has t count (0.133) > t table (1.98498), brand image variable (X3) has t count (0.413) > t table (1.98498), discount variable (X4) has t count (0.344) > t table (1.98498). Thus the results of the study show that customer ratings, service features, brand image and price discounts have a positive and significant effect on purchasing decisions. Keywords: Customer Rating, Service Features, Brand Image, Discounts, Purchase Decision
| Item Type: | Article |
|---|---|
| Additional Information: | 192004203 |
| 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/5519 |
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