ANALISIS PENGARUH KUALITAS PELAYANAN, HARGA, DAN KEPERCAYAAN TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN JASA GOJEK DI DKI JAKARTA (Studi Kasus Pada Pengguna Gojek)

BAROKAH, SENI (2021) ANALISIS PENGARUH KUALITAS PELAYANAN, HARGA, DAN KEPERCAYAAN TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN JASA GOJEK DI DKI JAKARTA (Studi Kasus Pada Pengguna Gojek). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of service quality, price and trust on purchasing decisions. The object of this research is Go-jek service users. This research was conducted on 200 respondents using a quantitative descriptive approach. Determination of sample size using convenience sampling technique. Methods of data collection using survey methods, with the research instrument is a questionnaire. The approach used in this research is Structural Equation Model (SEM) with Smart-PLS analysis tool. This study proves that service quality has a positive and significant effect on purchasing decisions. Price has a positive and significant effect on purchasing decisions. Trust has a positive and significant effect on purchasing decisions. Keywords: Service Quality, Price, Trust and Purchase Decision. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan, harga dan kepercayaan terhadap keputusan pembelian. Objek penelitian ini adalah pengguna jasa Go-jek. penelitian ini dilakukan terhadap 200 responden dengan menggunakan pendekatan deskriptif kuantitatif. Penentuan ukuran sampel menggunakan teknik Convenience sampling. Metode pengumpulan data menggunakan metode survei, dengan instrument penelitian adalah kuesioner. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis SmartPLS. Penelitian ini membuktikan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Kepercayaan berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Kualitas Pelayanan, Harga, Kepercayaan dan Keputusan Pembelian.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43117010059
Uncontrolled Keywords: Kualitas Pelayanan, Harga, Kepercayaan dan Keputusan Pembelian.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: CALVIN PRASETYO
Date Deposited: 13 Jul 2023 07:24
Last Modified: 13 Jul 2023 07:24
URI: http://repository.mercubuana.ac.id/id/eprint/79116

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