PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN JASA TRANSPORTASI ONLINE GO-JEK

SUNDARI, SITI (2021) PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN JASA TRANSPORTASI ONLINE GO-JEK. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to identity the influence of price and promotion purchasing decision transportation services. The respondends of this research are the students Mercu Buana Jakarta University online transportation services Go-Jek. This research was conducted with 160 respondents by using quantitative approach. SEM-PLS have employed in data analysis. The results of this study indicate that price and promotion have positive and significant of purchasing decision. Keyword: price, promotion, purchasing decision Penelitian ini untuk mengetahui pengaruh harga dan promosi terhadap keputusan pembelian jasa transportasi online. Responden penelitian ini adalah Mahasiswa Universitas Mercu Buana Jakarta yang menggunakan jasa transportasi online Go-Jek. Penelitian ini dilakukan terhadap 160 responden dengan menggunakan pendekatan kuantitatif. Analisis yang digunakan adalah analisis statistik dalam bentuk SEM-P LS. Hasil penelitian ini menunjukkan bahwa secara uji t harga dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci : harga, promosi, keputusan pembelian

Item Type: Thesis (S1-Sarjana)
NIM: 43115010223
Uncontrolled Keywords: harga, promosi, keputusan pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.1 Museum Services to Patrons/Layanan Museum untuk Pelanggan > 069.15 Instruction Services/Jasa Instruksi
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 338 Production, Industrial Economics/Produksi, Ekonomi Industri > 338.4 Secondary Industries and Services/Industri dan Jasa Sekunder
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 22 Jan 2021 02:51
Last Modified: 22 Jan 2021 02:51
URI: http://repository.mercubuana.ac.id/id/eprint/59349

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