Tyas, Safitri Ayuning (2023) PENGARUH KUALITAS PELAYANAN, HARGA DAN BRAND AWARENESS TERHADAP KEPUTUSAN PENGGUNAAN OJEK ONLINE MAXIM DI JAKARTA (Studi Kasus Pada Mahasiswa STIE Indonesia Jakarta). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk menguji apakah terjadi pengaruh Kualitas Pelayanan, Harga dan Brand Awareness terhadap Keputusan Penggunaan Ojek Online Maxim pada mahasiswa STIE Indonesia Jakarta. Penelitian ini menggunakan jenis penelitian asosiatif pendekatan kuantitatif, yang diukur dengan SPSS 24.00. populasi dari penelitian ini adalah mahasiswa/i STIE Indonesia pada prodi S1 Manajemen dan Akuntansi pada tahun angkatan 2019 hingga 2022. Sampel ditentukan berdasarkan metode Non-probability dengan pendekatan purposive sampling. Penelitian menggunakan merode pengolahan data dalam penelitian ini menggunakan determinasi parsial dan simultan. Hasil penelitian membuktikan bahwa Kualitas Pelayanan berpengaruh signifikan positif secara parsial terhadap keputusan penggunaan pada ojek online Maxim., Harga tidak berpengaruh signifikan positif secara parsial terhadap keputusan penggunaan ojek online Maxim., dan Brand Awareness berpengaruh signifikan positif secaa parsial terhadap keputusan pembelian terhadap keputusan penggunaan ojek online Maxim. Kata Kunci : Ojek Online, Maxim, Kualitas Pelayanan, Harga, Brand Awareness, Keputusan Penggunaan ABSTRACT This study aims to examine whether there is an influence of Service Quality, Price and Brand Awareness on the Decision to Use Maxim Online Ojek for STIE Indonesia Jakarta students. This study uses a quantitative approach associative research, as measured by SPSS 24.00. The population of this study were STIE Indonesia students in undergraduate study programs in the 2019 to 2022 class. The sample was determined based on the non-probability method with a purposive sampling approach. Research using data processing method in this study using partial and simultaneous determination. The results of the study prove that Service Quality has a partially positive effect on the decision to use Maxim's online motorcycle taxi. Price has no partial positive effect on the decision to use Maxim's online motorcycle taxi, and Brand Awareness has a partial positive effect on purchasing decisions on decisions to use motorcycle taxis. Maxim online. Keywords: Online Ojek, Maxim, Quality of Service, Price, Brand Awareness, Decision to Use
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | SAFITRI AYUNING TYAS | ||||||||
| Date Deposited: | 05 Oct 2023 08:28 | ||||||||
| Last Modified: | 05 Oct 2023 08:28 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/11100 |
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