PENGARUH KUALITAS LAYANAN, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MENGGUNAKAN LAYANAN PESAN-ANTAR MAKANAN ONLINE (Studi Pada Aplikasi Grab Fitur Grab Food Di Wilayah DKI Jakarta)

SARI, PUTRI PERMATA (2023) PENGARUH KUALITAS LAYANAN, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MENGGUNAKAN LAYANAN PESAN-ANTAR MAKANAN ONLINE (Studi Pada Aplikasi Grab Fitur Grab Food Di Wilayah DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Service Quality, Promotion, and Brand Image on Purchase Decisions using the Grab application, the Grab Food feature. The subjects in this study were consumers who had made a purchase using an online food delivery service, namely Grab Food, at least once. The sample used in this study was 155 respondents. The sampling technique uses purposive sampling. By using a quantitative approach. The data analysis method used is Structural Equation Modeling (SEM). The results showed that Service Quality had a positive and significant effect on Purchasing Decisions, Promotion had a positive and significant effect on Purchase Decisions, Brand Image had a positive and significant effect on Purchase Decisions. Keywords: Service Quality, Promotion, Brand Image, Purchase Decision, Grab Food Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Layanan, Promosi, dan Citra Merek terhadap Keputusan Pembelian menggunakan aplikasi Grab fitur Grab Food. Subjek pada penelitian ini adalah konsumen yang sudah melakukan pembelian menggunakan layanan pesan-antar makanan online yaitu Grab Food minimal 1 kali. Sampel yang digunakan dalam penelitian ini adalah sebanyak 155 responden. Teknik pengambilan sampel menggunakan Purposive Sampling. Dengan menggunakan pendekatan kuantitatif. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM). Hasil penelitian menunjukan bahwa Kualitas Layanan berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata kunci: Kualitas Layanan, Promosi, Citra Merek, Keputusan Pembelian, Grab Food

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 441
Call Number: SE/31/23/464
NIM/NIDN Creators: 43119010324
Uncontrolled Keywords: Kualitas Layanan, Promosi, Citra Merek, Keputusan Pembelian, Grab Food
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 021 Relationship of Libraries/Hubungan-hubungan Perpustakaan, Arsip dan Kearsipan, Pusat Informasi > 021.7 Promotion of Libraries/Promosi Perpustakaan
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 > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
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 > 658.6 Quality Management/Manajemen Kualitas
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 24 Nov 2023 08:37
Last Modified: 24 Nov 2023 08:37
URI: http://repository.mercubuana.ac.id/id/eprint/84256

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