PENGARUH E-SERVICE QUALITY, POTONGAN HARGA DAN PENGARUH SOSIAL TERHADAP KEPUTUSAN PEMBELIAN DI APLIKASI GOFOOD

BIDAYA, YOHANES KURNIA NOTATEMA (2022) PENGARUH E-SERVICE QUALITY, POTONGAN HARGA DAN PENGARUH SOSIAL TERHADAP KEPUTUSAN PEMBELIAN DI APLIKASI GOFOOD. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of E-Service Quality, Discounts and Social Effects on Purchase Decisions in the Gofood Application. The population analyzed in this study are consumers who have used the GoFood application and are domiciled in DKI Jakarta with a total sample of 145 respondents. Data analysis was performed using Smart-PLS. The results showed that E-Service Quality had a positive and significant effect on Purchase Decisions, Discounts had a positive and significant effect on Purchase Decisions, and Social Influence had a positive and significant effect on Purchase Decisions. The suggestion put forward in this study is that the Gofood application provides a discount program for a longer period of time, especially at several merchants that are liked by consumers and have a high rating. This will increase consumer awareness to continue using the Gofood application. Keyword: E-Service Quality, Discounts, Social Effects, Purchase Decision Penelitian ini bertujuan untuk mengetahui pengaruh E-Service Quality, Potongan Harga dan Pengaruh Sosial terhadap Keputusan Pembelian di Aplikasi Gofood. Populasi yang dianalisis pada penelitian ini adalah konsumen yang pernah menggunakan aplikasi GoFood dan berdomisili di DKI Jakarta dengan jumlah sampel sebanyak 145 responden. Analisis data dilakukan dengan menggunakan Smart- PLS. Hasil penelitian menunjukkan bahwa E-Service Quality berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Potongan Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian, dan Pengaruh Sosial berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Saran yang diajukan pada penelitian ini adalah Aplikasi Gofood memberikan program potongan harga dalam jangka waktu yang lebih panjang terutama pada beberapa merchant yang disukai konsumen dan memiliki rating yang tinggi. Hal itu akan meningkatkan awareness konsumen untuk terus menggunakan aplikasi Gofood. Kata Kunci : E-Service Quality, Potongan Harga, Pengaruh Sosial, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 042
NIM/NIDN Creators: 43115110408
Uncontrolled Keywords: E-Service Quality, Potongan Harga, Pengaruh Sosial, Keputusan Pembelian
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
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: Dede Muksin Lubis
Date Deposited: 15 Jul 2022 06:58
Last Modified: 15 Jul 2022 06:58
URI: http://repository.mercubuana.ac.id/id/eprint/65299

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