PENGARUH PROMOSI, PERSEPSI HARGA, KEMUDAHAN DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN MAKANAN DAN MINUMAN FITUR GOFOOD (STUDI APLIKASI GOJEK DI JAKARTA BARAT)

HAREKA, MUHAMMAD BIMO (2025) PENGARUH PROMOSI, PERSEPSI HARGA, KEMUDAHAN DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN MAKANAN DAN MINUMAN FITUR GOFOOD (STUDI APLIKASI GOJEK DI JAKARTA BARAT). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of technology is currently experiencing very tight competition, especially in the world of transportation and one of them is in Indonesia which experiences quite significant transportation developments every year. This study aims to determine "The Effect of Promotion, Price Perception, Convenience and Trust on Food and Beverage Purchasing Decisions for Go Food Features (Gojek Application Study in West Jakarta)". The population in this study were Go-Food users in the West Jakarta area. The sample used in this study was 170 respondents with 17-30 and was calculated using the Rambut formula. The data collection method used a survey method, with a g-form questionnaire research instrument. The sampling technique used purposive sampling and the approach used was the Structural Equation Model (SEM) with the SmartPLS analysis tool which stated that the Promotion variable had a positive and significant effect on Purchasing Decisions, the Price Perception variable had a positive and significant effect on Purchasing Decisions, the Convenience variable had a positive and significant effect on Purchasing Decisions, and the Trust variable had a positive and significant effect on Purchasing Decisions. Keywords: Promotion, Price Perception, Convenience, Trust, Purchasing Decisions, Gofood Perkembangan Perkembangan teknologi saat ini mengalami persaingan yang sangat ketat terutama dalam dunia transportasi dan salah satunya pada Negara Indonesia yang memiliki perkembangan transportasi yang cukup Substansial setiap tahunnya. Penelitian ini bertujuan untuk mengetahui "Pengaruh Promosi, Persepsi Harga, Kemudahan dan Kepercayaan Terhadap Keputusan Pembelian Makanan dan Minuman Fitur Go Food (Studi Aplikasi Gojek Di Jakarta Barat)". Populasi dalam Penelitian ini adalah pengguna Go-Food di wilayah Jakarta Barat. Sampel yang digunakan dalam Penelitian ini adalah sebanyak 170 responden dengan 17 – 30 dan dihitung menggunakan rumus Hair. Metode pengumpulan data menggunakan metode survei, dengan instrumen Penelitian kuesioner g-form. Teknik pengambilan sampel menggunakan purposive sampling dan pendekatan yang digunakan adalah Structural Equation Model (SEM) dengan alat analisis SmartPLS yang menyatakan ternyata variable Promosi memberikan pengaruh positif dan Substansial terhadap Keputusan Pembelian, variabel Persepsi Harga memberikan pengaruh positif dan Substansial terhadap Keputusan Pembelian, variable Kemudahaan memberikan pengaruh positif dan Substansial terhadap Keputusan Pembelian, dan variable Kepercayaan memberikan pengaruh positif dan Substansial terhadap Keputusan Pembelian. Kata Kunci: Promosi, Persepsi Harga, Kemudahan, Kepercayaan, Keputusan Pembelian, Gofood

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 25 040
NIM/NIDN Creators: 43120010121
Uncontrolled Keywords: Promosi, Persepsi Harga, Kemudahan, Kepercayaan, Keputusan Pembelian, Gofood
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.49 Other Fiqih Aspects/Aspek Fiqih Lainnya > 297.491 Food and Drink Issues/Masalah Makanan dan Minuman
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
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: 07 Feb 2025 02:59
Last Modified: 07 Feb 2025 02:59
URI: http://repository.mercubuana.ac.id/id/eprint/93981

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