RAHAYU, DEDY (2019) PERSEPSI HARGA, LOKASI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PT.TIKI CABANG TOMANG JAKARTA BARAT). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study was to determine the effect of price perception, location and service quality on purchase intention of PT TIKI in West Jakarta. The object of this research are the TIKI consumers in West Jakarta. This study was conducted on 130 respondents using a quantitative descriptive approach. Determination of sample size using a purposive sampling that is a sampling technique that uses criteria that have been selected by researcher in selecting samples. The approach used in this study is the Structural Equation Model (SEM) with a Smart-PLS analysis tool. The results of this study show that the variable of perceived ease of use have a positive and significant effect on repurchase intention, electronic word of mouth has a positive and significant effect on repurchase intention, and marketing communication have a positive and significant effect on repurchase intention of Traveloka. Keywords: Perceived Ease of Use, Electronic Word of Mouth, Marketing Communication, Repurchase Intention Penelitian ini dilakukan dengan tujuan untuk menganalisis dan mengetahui persepsi harga, lokasi, dan kualitas pelayanan terhadap keputusan pembelian pada PT.TIKI cabang tomang Jakarta Barat. Sampel yang dipergunakan adalah sebanyak 140 pelanggan PT.TIKI cabang tomang, metode penarikan sampel menggunakan non-probability sampling, yaitu teknik pengamblan sampel yang tidak memberi peluang atau kesempatan sama bagi setiap unsur atau anggota populasi untuk dipilih menjadi sampel. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah keusioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian pada PT TIKI cabang tomang Jakarta Barat. Kata Kunci: Persepsi Harga, Lokasi, dan Kualitas Pelayanan terhadap Keputusan Pembelian.
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