PENGARUH PERSEPSI HARGA, PERIKLANAN DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN JASA TRANSPORTASI ONLINE

Anisa, Bella (2019) PENGARUH PERSEPSI HARGA, PERIKLANAN DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN JASA TRANSPORTASI ONLINE. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

	Text (COVER + ABSTRAK) COVER.pdf Available under License Creative Commons Attribution Non-commercial. Download (1MB)
	Text (BAB 1) BAB 1.pdf Available under License Creative Commons Attribution Non-commercial. Download (255kB)
	Text (BAB 2) BAB 2.pdf Available under License Creative Commons Attribution Non-commercial. Download (230kB)
	Text (BAB 3) BAB 3.pdf Available under License Creative Commons Attribution Non-commercial. Download (201kB)
	Text (BAB 4) BAB 4.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (288kB)
	Text (BAB 5) BAB 5.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (97kB)

Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui apakah variabel Persepsi Harga, Periklanan dan Kualitas Pelayanan berpengaruh secara simultan maupun parsial terhadap Keputusan Pembelian pada pengguna Jasa Transportasi Online Gojek di Taman Wisma Asri Bekasi 1. Sejalan dengan penelitian ini, penelitian ini dilakukan dengan menggunakan metode purposive sampling, artinya sampel dalam penelitian ini dipilih berdasarkan kriteria tertentu. Sampel dalam penelitian ini berjumlah 80 responden. Teknik pengumpulan data berdasarkan pada data primer. Dalam penelitian ini, data primer diperoleh dari responden atau konsumen pengguna Jasa Transportasi Online Gojek di Taman Wisma Asri Bekasi 1. Berdasarkan hasil penelitian, hasil uji signifikansi pengaruh simultan dengan uji F, Persepsi Harga, Periklanan dan Kualitas Pelayanan, secara bersama-sama atau simultan, berpengaruh signifikan (secara statistika) terhadap Keputusan Pembelian pada pengguna Jasa Transportasi Online Gojek di Taman Wisma Asri Bekasi 1. Berdasarkan hasil uji pengaruh parsial dengan uji t, variabel bebas Persepsi Harga dan Periklanan tidak berpengaruh signifikan terhadap Keputusan Pembelian pada pengguna Jasa Transportasi Online Gojek di Taman Wisma Asri Bekasi 1, sedangkan variabel Kualitas Pelayanan berpengaruh signifikan kearah positif terhadap Keputusan Pembelian pada pengguna Jasa Transportasi Online Gojek di Taman Wisma Asri Bekasi 1. Kata Kunci:Keputusan pembelian, Harga, Periklanan dan Kualitas Pelayanan ABSTRACT This study aims to determine whether the variables of price perception, advertising and service quality influence simultaneously or partially on interest in buying consumers for online transportation Goride. In line with this study, this research was conducted using purposive sampling method, meaning that the sample in this study was chosen based on certain criteria. The sample in this study 80 respondens. Data collection techniques are based on premiary data. In this study, premiary data was obtained from the respondens or muslim concumers for online transportation Goride in Park of Wisma Asri Residence South Bekasi. Based on the results of the study, the results of the significance test simultaneous effect with the F, price perception, advertising and service quality test, together or simultaneously, have a significant (statistically) effect on interest in buying consumers for online transportation Goride in Park of Wisma Asri Residence South Bekasi. Based on the results of the partial effect test with the t test, the independent variable service quality have a positive and significant effect on interest in buying consumers for online transportation Goride in Park of Wisma Asri Residence South Bekasi, but price perception and advertising is not significant effect on interest in buying consumers for online transportation Goride in Park of Wisma Asri Residence South Bekasi. Keywords: Interest in Buying Consumers, Price Perceptiona, Advertising and Service Quality

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Saefurahman, Asep UNSPECIFIED UNSPECIFIED
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Ridho Adi Nugroho
Date Deposited:	09 Dec 2021 02:37
Last Modified:	09 Dec 2021 02:37
URI:	http://repository.stei.ac.id/id/eprint/6149

Actions (login required)

View Item