ARDIYANTO, ARIEF (2023) ANALISIS EFEKTIVITAS PENGGUNAAN MOBILE APPLICATION T-SMART, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN SEWA KENDARAAN PADA PT. SURYA SUDECO-TUNASRENT. S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis efektivitas aplikasi, citra merek dan persepsi harga terhadap keputusan sewa kendaraan. Populasi dalam penelitian ini adalah pelanggan korporasi PT. Surya Sudeco-tunasrent. Sampel yang dipergunakan sebanyak 190 pelanggan. Metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian adalah kuesioner menggunakan skala Likert sebagai alat penilaian kuesioner. Dengan menggunakan pendekatan deskriptif kuantitatif, metode analisis data menggunakan Partial Least Square versi 33. Hasil penelitian ini menunjukkan bahwa efektivitas aplikasi T-Smart mobile berpengaruh signifikan terhadap keputusan sewa kendaraan. Citra merek berpengaruh positif dan signifikan terhadap keputusan sewa kendaraan. Persepsi harga berpengaruh signifikan terhadap keputusan sewa kendaraan. Kata Kunci: efektivitas, citra merek, persepsi harga, keputusan sewa This study aims to test and analyze the effectiveness of applications, brand image and price perception on vehicle rental decisions. The population in this study is corporate customers of PT. Surya Sudeco-tunasrent. The sample used was 190 customers. The data collection method uses a survey method, with the research instrument being a questionnaire using the Likert scale as a questionnaire assessment tool. Using a quantitative descriptive approach, the data analysis method uses Partial Least Square version 33. The results of this study show that the effectiveness of the T-Smart mobile application has a significant effect on vehicle rental decisions. Brand image has a positive and significant influence on vehicle rental decisions. Price perception has a significant effect on vehicle rental decisions. Keywords: effectiveness, brand image, price perception, rental decision
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43118120129 |
| Uncontrolled Keywords: | efektivitas, citra merek, persepsi harga, keputusan sewa, effectiveness, brand image, price perception, rental decision |
| 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 09 Aug 2023 05:20 |
| Last Modified: | 09 Aug 2023 05:20 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80057 |
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