PENGARUH KUALITAS LAYANAN GAYA HIDUP DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK MITRA GOFOOD (Studi kasus pengguna aplikasi gofood area kota Tangerang)

SETIAWAN, RANDA AGUS (2019) PENGARUH KUALITAS LAYANAN GAYA HIDUP DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK MITRA GOFOOD (Studi kasus pengguna aplikasi gofood area kota Tangerang). S1 thesis, Universitas Mercu Buana.

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Abstract

This study aims to analyze the effect of service quality, lifestyle and promotion on purchasing decisions for gofood partner products (case study of users of the gofood area application in Tangerang City). This research was conducted on 150 respondents with quantitative methods, data collection methods using survey methods, the research instrument is a questionnaire. The data analysis method uses LISREL version 8.80. The results of this study indicate that service quality positively and significantly influences purchasing decisions, lifestyle does not significantly influence purchasing decisions. And promotion has a positive and significant effect on Purchasing Decisions. Keywords: Service Quality, Lifestyle, Promotion, Purchasing Decisions Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan, gaya hidup dan promosi terhadap keputusan pembelian produk mitra gofood (studi kasus pengguna aplikasi gofood area Kota Tangerang). Penelitian ini dilakukan pada 150 responden dengan metode kuantitatif, metode pengumpulan data menggunakan metode survey, dengan isntrumen penelitian adalah kuesioner. Metode analisis data menggunakan LISREL version 8.80. Hasil penelitian ini menunjukan bahwa kualitas layanan berpengaruh secara positif dan signifikan terhadap keputusan pembelian, gaya hidup tidak berpengaruh signifikan terhadap keputusan pembelian. Dan promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci : Kualitas Layanan, Gaya Hidup, Promosi, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 19 737
NIM/NIDN Creators:	43115110376
Uncontrolled Keywords:	Kualitas Layanan, Gaya Hidup, Promosi, Keputusan Pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer > 003.56 Decision Theory/Teori Keputusan 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	09 Jun 2022 03:06
Last Modified:	09 Jun 2022 03:06
URI:	http://repository.mercubuana.ac.id/id/eprint/62944

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