PENGARUH HARGA, PROMOSI, KUALITAS PELAYANAN, PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN MENGGUNAKAN JASA GO-JEK

  • Agus Kurniawan
  • Ariyani Indriastuti
  • Jefri Heridiansyah
Keywords: kualitas pelayanan, citra merek dan keputusan menggunakan jasa, promosi

Abstract

Penelitian bertujuan untuk menganalisis persepsi harga, promosi, kualitas pelayanan, produk dan citra merek terhadap keputusan pembelian menggunakan layanan Aplikasi Go-Jek di Kota Semarang.

Menggunakan desain penelitian kausal dengan sampel sebanyak 100 responden yang pernah menggunakan layanan Aplikasi Go-Jek. Teknik sampling yang digunakan adalah purposive sampling. Hasil penelitian menunjukkan bahwa semua variabel yang digunakan dalam penelitian ini yaitu harga promosi, kualitas pelayanan, produk, dan citra merek berpengaruh signifikan terhadap keputusan menggunakan jasa.

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Published
2022-02-01
Issue
Vol 14 No 1 (2022)
Section
Articles
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