PENGARUH PROMOSI, HARGA DAN KEMUDAHAN TERHADAP KEPUTUSAN PEMBELIAN MAKANAN DAN MINUMAN FITUR GRABFOOD (Studi Aplikasi Grab Jabodetabek)

HIDAYAT, ARIP SAEPUL (2021) PENGARUH PROMOSI, HARGA DAN KEMUDAHAN TERHADAP KEPUTUSAN PEMBELIAN MAKANAN DAN MINUMAN FITUR GRABFOOD (Studi Aplikasi Grab Jabodetabek). S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh promosi, harga, dan kemudahan terhadap keputusan pembelian konsumen. Objeknya adalah makanan dan minuman difitur grabfood di wilayah Jabodetabek. Jenis penelitian yang digunakan adalah penelitian pendekatan kuantitatif. Metode pengumpulan data menggunakan metode survei, dengan instrument penelitian berupa kuisoner dengan non probability sampling dengan metode purposive sampling, terdapat 100 total sampel yang merupakan konsumen fitur grabfood pada makanan dan minuman di wilayah jabodetabek. Data dikumpulkan melalui kuisoner. Analisis deskriptif dan uji kualitas data digunakan sebagai teknik analisis data. Metode analisis data yang digunakan adalah analisis regresi liner berganda. Hasil uji hipotesis menunjukan bahwa promosi berpengaruh positif signifikan terhadap keputusan pembelian, harga berpengaruh positif signifikan terhadap keputusan pembelian, kemudahan berpengaruh positif signifikan terhadap keputusan pembelian pada makanan dan minuman fitur grabfood di wilayah jabodetabek. Kata Kunci: Promosi, Harga, Kemudahan, Keputusan Pembelian ABSTRACT This study aims to analyze the effect of promotion, price, and convenience on consumer purchasing decisions. The object is the food and beverage feature in the Jabodetabek area. This type of research is research with a quantitative approach. Methods of data collection using the method using the survey method, with research instruments in the form of a questionnaire with nonprobability sampling with purposive sampling method, there are 100 total samples who are consumers of grab food features on food and beverages in jabodetabek area. The data was collected through a questionnaire. Descriptive analysis and data quality test were used as data analysis techniques. The data analysis method used is multiple linear regression analysis. The results of hypothesis testing show that promotion has a significant positive effect on purchasing decisions, price has a significant positive effect on purchasing decisions, convenience has a significant positive effect on purchasing decisions for grab food features in the jabodetabek area. Keywords: Promotion, Price, Ease, Purchase Decision

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