PENGARUH KEMUDAHAN, PROMOSI DAN HARGA KEPADA KEPUTUSAN PEMBELIAN JASA GRAB-FOOD DI JAKARTA

GINTING, ARENI SABRINA (2023) PENGARUH KEMUDAHAN, PROMOSI DAN HARGA KEPADA KEPUTUSAN PEMBELIAN JASA GRAB-FOOD DI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of convenience, promotion and price on purchasing decisions. This research was conducted in West Jakarta. The population in this study was 100 respondents, the sample used was 96 respondents who had used the Grab food application. The data collection method uses a survey method, with the research instrument being a questionnaire. The data analysis method was carried out by Partial Least Square analysis (PLS-SEM). The results of this study indicate that the effect of convenience has a positive and significant effect on purchasing decisions. Promotion has a positive and significant effect on purchasing decisions. Price has a positive and significant effect on purchasing decisions. Keywords: Convenience, Promotion, Price, Purchase Decision Penelitian ini bertujuan untuk menganalisis pengaruh kemudahan, promosi dan harga kepada keputusan pembelian. Penelitian ini dilakukan di Jakarta Barat. Populasi dalam penelitian ini adalah 100 responden, sampel yang dipergunakan adalah 96 responden yang sudah menggunakan aplikasi Grab food. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Metode analisis data dilakukan dengan analisis Partial Least Square (PLSSEM). Hasil penelitian ini menunjukkan Pengaruh kemudahan berpengaruh positif dan signifikan kepada keputusan pembelian. Promosi berpengaruh positif dan signifikan kepada keputusan pembelian. Harga berpengaruh positif dan signifikan kepada keputusan pembelian. Kata kunci: Kemudahan, Promosi, Harga, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 276
Call Number: SE/31/23/356
NIM/NIDN Creators: 43119110373
Uncontrolled Keywords: Kemudahan, Promosi, Harga, Keputusan Pembelian
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 350 Public Administration and Military Science/Administrasi Negara dan Ilmu Kemiliteran > 358 Air and Other Specialized Forces and Warfare; Engineering and Related Services/Udara dan Pasukan Khusus dan Peperangan Khusus; Rekayasa dan Layanan Terkait > 358.2 Army Engineering and Related Services/Teknik Angkatan Darat dan Jasa Terkait
600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 641 Food and Drink/Makanan dan Minuman > 641.3 Food/Makanan
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: khalimah
Date Deposited: 01 Nov 2023 04:47
Last Modified: 01 Nov 2023 04:47
URI: http://repository.mercubuana.ac.id/id/eprint/82979

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