Panji Nugroho, - (2019) PENGARUH CITRA MEREK, KUALITAS PELAYANAN, DAN HARGA TERHADAP KEPUTUSAN PENGGUNAAN JASA GO-JEK DI ITC BSD. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research is a quantitative research that aims to determine the effect of brand image, service quality, and price on the decision to use Go-Jek services. The population in this study were Go-Jek service users at ITC BSD. The sample size was taken as many as 75 respondents, with non probability sampling method, especially purposive sampling. Data collection is done through the distribution of questionnaires. The analysis technique used is the method of PLS (Partial Least Square) analysis with SmartPLS 3.0 software. The results of this study indicate that (1) Brand Image has no significant effect on purchasing decisions with a path coefficient of 0.033. (2) Service Quality has a significant influence on purchasing decisions with a path coefficient of 0.743. (3) Prices have a significant influence on purchasing decisions with a path coefficient of 0.321. The highest contribution is in the influence of service quality on purchasing decisions with a path coefficient of 0.743
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 1410111038] [Ketua Penguji: Diana Triwardhani] [Penguji I: Dwi Siti Tjiptaningsih] [Penguji II/Pembimbing: Alfatih S. Manggabarani] |
| Uncontrolled Keywords: | Keywords : Brand Image, Service Quality, Prices, and Purchasing Decisions. |
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Muamar Khadafi |
| Date Deposited: | 12 Apr 2019 08:42 |
| Last Modified: | 16 Apr 2019 06:13 |
| URI: | http://repository.upnvj.ac.id/id/eprint/77 |
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