PENGARUH PROMOSI, KUALITAS LAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN GOFOOD

FANNY, FANNY (2021) PENGARUH PROMOSI, KUALITAS LAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN GOFOOD. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Promotion, Service Quality and Price on purchasing decisions. Respondents in this study were Gofood customers. This research was conducted on 160 respondents using quantitative approach. Analysis of the data used is the PLS (Partial Least Square) technique through the SmartPLS 3 statistical software. Based on the statistical t test conducted. it can be concluded that: 1) promotion has a positive and significant effect on purchase decisions, this is evidenced by T statistic > T tabel (2,626 > 1,96) 2) service quality has a positive and significant effect on purchase decisions, this is evidenced by T statistic > T tabel (2,266 > 1,96) 3) price has a positive and significant effect on purchase decisions, this is evidenced by T statistic > T tabel (5,078 > 1,96). The results of this study indicate that Promotion has a positive and significant effect on Purchase Decisions, Service Quality has a positive and significant effect on Purchase Decisions, Price has a positive and significant effect on Purchase Decisions via Gofood. Keywords: Promotion, Service Quality, Price, Purchase Decision Penelitian ini bertujuan untuk mengetahui Pengaruh Promosi, Kualitas Layanan, Dan Harga Terhadap Keputusan Pembelian. Responden pada penelitian ini adalah Konsumen Gofood. Penelitian ini dilakukan terhadap 160 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah tehnik PLS (Partial Least Square) melalui software statistik SmartPLS 3. Berdaasarkan uji t statistik yang dilakukan dapat disimpulkan bahwa: 1) Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian, ini dibuktikan dengan T statistik > T tabel (2,626 > 1,96) 2) Kualitas Layanan berpengaruh positif dan signifikan terhadap Keputusan Pembelian, ini dibuktikan dengan T statistik > T tabel (2,266 > 1,96) 3) Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian, ini dibuktikan dengan T statistik > T tabel (5,078 > 1,96). Hasil penelitian ini menunjukkan bahwa Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Kualitas Layanan berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian Melalui Gofood. Kata Kunci : Promosi, Kualitas Layanan, Harga, Keputusan Pembelian

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43117010144
Uncontrolled Keywords:	Promosi, Kualitas Layanan, Harga, Keputusan Pembelian
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 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:	ADELINA HASNA SETIAWATI
Date Deposited:	28 Jul 2023 07:21
Last Modified:	28 Jul 2023 07:21
URI:	http://repository.mercubuana.ac.id/id/eprint/79759

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