PENGARUH KEMUDAHAN PENGGUNAAN, SOCIAL MEDIA MARKETING, DAN PERSEPSI RISIKO DALAM KEPUTUSAN PEMBELIAN PADA LAYANAN GOFOOD (Studi Kasus pada Masyarakat Pengguna Aplikasi Gojek)

Yulianto, Achmad Dwi (2023) PENGARUH KEMUDAHAN PENGGUNAAN, SOCIAL MEDIA MARKETING, DAN PERSEPSI RISIKO DALAM KEPUTUSAN PEMBELIAN PADA LAYANAN GOFOOD (Studi Kasus pada Masyarakat Pengguna Aplikasi Gojek). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kemudahan penggunaan, social media marketing, dan persepsi risiko dalam keputusan pembelian pada layanan GoFood (Studi Kasus pada Masyarakat Pengguna Aplikasi Gojek) Metoda yang digunakan adalah asosiatif kausal dengan pendekatan kuantitatif, Metoda survei dilakukan dengan kuesioner sebagai alat pengumpulan datanya. Populasi dalam penelitian ini adalah pengguna Aplikasi Gojek dalam layanan GoFood. Sampel yang digunakan adalah 100 orang. Metode analisis yang digunakan adalah SPSS Berdasarkan hasil dan pembahasan menunjukkan bahwa kemudahan penggunaan, social media marketing dan persepsi resiko secara parsial dan simultan mempuyai pengaruh signifikan terhadap keputusan pembelian pada aplikasi Go-jek. This study aims to determine and analyze the effect of ease of use, social media marketing, and risk perception in purchasing decisions on GoFood services (Case Study on the Gojek Application User Community). The method used is causal associative with a quantitative approach. The survey method is carried out using a questionnaire as a data collection tool. The population in this study are Gojek Application users in GoFood services. The sample used is 100 people. The analytical tool used is SPSS Based on the results and discussion, it shows that ease of use, social media marketing and risk perception partially and simultaneously have a significant influence on purchasing decisions on the Go-Jek application. This study aims to determine and analyze the effect of ease of use, social media marketing, and risk perception in purchasing decisions on GoFood services (Case Study on the Gojek Application User Community). The method used is causal associative with a quantitative approach. The survey method is carried out using a questionnaire as a data collection tool. The population in this study are Gojek Application users in GoFood services. The sample used is 100 people. The analytical tool used is SPSS Based on the results and discussion, it shows that ease of use, social media marketing and risk perception partially and simultaneously have a significant influence on purchasing decisions on the Go-Jek application

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorRamaditya, MuhammadNIDN0321118901ramaditya@stei.ac.id
Uncontrolled Keywords: kemudahaan penggunaan, social media marketing, persepsi risiko, keputusan pembelian
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: ACHMAD DWI YULIANTO
Date Deposited: 05 Jan 2023 00:44
Last Modified: 05 Jan 2023 00:44
URI: http://repository.stei.ac.id/id/eprint/9328

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