Hassya Nurhikmah Karono, . (2023) PENGARUH KUALITAS PELAYANAN, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PENGGUNAAN JASA OJEK ONLINE MAXIM. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The growth of Information and Communication Technology (ICT) and the increasingly widespread availability of smartphones in Indonesia have created a suitable environment for the development of online transportation services. Easy access to the internet and transportation applications on smartphones makes it easier for people to order online motorcycle taxi transportation services, which are application-based transportation facilities. The independent variables tested in this research are service quality, price and brand image, while the dependent variable is purchasing decisions. The data in this research was obtained from distributing questionnaires using a non-probability sampling method with purposive sampling. This research also uses quantitative descriptive analysis methods. From the results of the questionnaire feedback, the sample used in this research was 100 respondents using the Maxim online motorcycle taxi service who live in Jabodetabek. Data analysis was carried out through descriptive and inferential data analysis techniques using SmartPLS 4.0 software. This research shows the results that each variable, namely service quality, price and brand image, has a positive and significant effect on purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010111054] [Pembimbing: Nobelson] [Penguji 1: Diana Triwardhani] [Penguji 2: Alfatih Sikki Manggabarani] |
| Uncontrolled Keywords: | Online Motorcycle Taxi, Purchasing Decisions, Service Quality, Price, Brand Image |
| Subjects: | A General Works > AS Academies and learned societies (General) H Social Sciences > HB Economic Theory H Social Sciences > HE Transportation and Communications L Education > L Education (General) L Education > LB Theory and practice of education Z Bibliography. Library Science. Information Resources > ZA Information resources |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Hassya Nurhikmah Karono |
| Date Deposited: | 21 Mar 2024 05:26 |
| Last Modified: | 21 Mar 2024 05:26 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28205 |
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