PENGARUH BRAND IMAGE, INOVASI LAYANAN DAN PERSEPSI HARGA TERHADAP PROSES KEPUTUSAN KONSUMEN (STUDI PADA KONSUMEN GOJEK DI KOTA SEMARANG)

Indriana, Diah (2021) PENGARUH BRAND IMAGE, INOVASI LAYANAN DAN PERSEPSI HARGA TERHADAP PROSES KEPUTUSAN KONSUMEN (STUDI PADA KONSUMEN GOJEK DI KOTA SEMARANG). Undergraduate thesis, Universitas Stikubank.

	PDF (HLM JUDUL) Download (2MB)
	PDF (ABSTRAK) Download (33kB)
	PDF (BAB 1) Download (139kB)
	PDF (BAB 2) Restricted to Repository staff only Download (142kB)
	PDF (BAB 3) Restricted to Repository staff only Download (170kB)
	PDF (BAB 4) Restricted to Repository staff only Download (220kB)
	PDF (BAB 5) Restricted to Repository staff only Download (34kB)
	PDF (DAFTAR PUSTAKA) Download (76kB)
	PDF (LAMPIRAN) Restricted to Repository staff only Download (1MB)

Abstract

Tujuan dari penelitian ini adalah untuk menguji pengaruh brand image, inovasi layanan dan persepsi harga terhadap proses keputusan konsumen gojek di Kota Semarang. Populasi pada penelitian ini adalah seluruh konsumen gojek di Kota Semarang. Sampel yang diambil sebanyak 100 responden. Data yang digunakan adalah data primer. Data didapat langsung dari konsumen gojek di Kota Semarang melalui metode kuesioner. Data primer tersebut diolah dan dianalisis menggunakan SPSS V22. Pengujian dilakukan dengan menggunakan deskripsi variabel statistik, uji validitas, uji reliabilitas, analisis regresi linier berganda, uji koefisien determinasi, uji F dan uji hipotesis (uji t). Hasil penelitian ini menunjukkan, bahwa brand image berpengaruh positif dan signifikan terhadap proses keputusan konsumen gojek, inovasi layanan berpengaruh positif dan signifikan terhadap proses keputusan konsumen gojek, persepsi harga berpengaruh positif dan signifikan terhadap proses keputusan konsumen gojek. The purpose of this study was to examine the effect of brand image, service innovation and price perception on the gojek consumer decision process in the City of Semarang. The population in this study were all Gojek consumers in the city of Semarang. Samples were taken as many as 100 respondents. The data used is primary data. Data were obtained directly from gojek consumers in the city of Semarang through a questionnaire method. The primary data were processed and analyzed using SPSS V22. Tests were carried out using statistical variable descriptions, validity tests, reliability tests, multiple linier regression analysis, coefficient of determination test, F test and hypothesis testing (t test). The results of this study, indicate that brand image has a positive and significant effect on the Gojek consumer decision process, service innovation has a positive and significant impact on the Gojek consumer decision process, price perceptions have a positive and significant impact on the Gojek consumer decision process.

Item Type:	Thesis (Undergraduate)
Additional Information:	SKR.V.05.51.1881 NIM.17.05.51.0075
Uncontrolled Keywords:	Brand Image, Inovasi Layanan, Persepsi Harga, Proses Keputusan Konsumen
Subjects:	H Social Sciences > H Social Sciences (General)
Faculty / Institution:	Fakultas Ekonomika dan Bisnis > Program Studi Manajemen
Depositing User:	Farida Sri Endaryani
Date Deposited:	04 Jan 2022 04:18
Last Modified:	04 Jan 2022 04:18
URI:	https://eprints.unisbank.ac.id/id/eprint/8312

Actions (login required)

View Item