Pengaruh Harga, Kualitas Layanan, dan Promosi Terhadap Preferensi Pilihan Konsumen pada Grab-Food di Kabupaten Sukoharjo

Sasongko, Arief Dwi and -, Dra. Wuryaningsih DL, MM (2020) Pengaruh Harga, Kualitas Layanan, dan Promosi Terhadap Preferensi Pilihan Konsumen pada Grab-Food di Kabupaten Sukoharjo. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine how the influence of Price, Service Quality, and Promotion of Purchasing Decisions on Grab-Food services. The research method used is a quantitative method used to examine a particular population or sample. Sampling is done by non-probability method with the number of respondents as many as 110 respondents who have made a purchase or use Grab-Food services. The method of data analysis in this study is multiple linear regression analysis which was previously carried out by the instrument test, linear regression test, t test, f test and the coefficient of determination test. The results showed that (1) Price does not have a positive effect on purchasing decisions, this is evidenced by the value of t arithmetic <t table value and a significant level> 0.05. (2) Service quality has a positive effect on purchasing decisions, this is evidenced by the value of t arithmetic> value of t table and a significant level <0.05. (3) Promotion has a positive effect on purchasing decisions, this is evidenced by the value of t arithmetic> value of t table and a significant level <0.05. From the F test it was found that the calculated F value of 13.484> 3.08 and a significance value of 0.000 <0.05. Proving that the variable Price, Quality of Service, and Promotion simultaneously or simultaneously has a positive and significant influence on purchasing decisions using Grab-Food services in Sukoharjo Regency.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Price, Service Quality, Promotion, Purchasing Decision
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ARIEF DWI SASONGKO
Date Deposited:	03 Aug 2020 06:41
Last Modified:	03 Aug 2020 06:41
URI:	http://eprints.ums.ac.id/id/eprint/83993

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