Reyhan Arya Nugraha, - (2024) PENGARUH HARGA, PROMOSI, DAN ULASAN KONSUMEN ONLINE TERHADAP MINAT BELI LAYANAN GO-RIDE DI KOTA TASIKMALAYA. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh harga, promosi, dan ulasan konsumen online terhadap minat beli layanan Go-Ride pada aplikasi Gojek di Kota Tasikmalaya. Penelitian dilakukan untuk memahami bagaimana berbagai faktor seperti harga yang ditawarkan, promosi yang dilakukan, dan ulasan online yang diberikan memengaruhi keputusan konsumen dalam memilih layanan transportasi online. Metode penelitian yang digunakan adalah survei dengan menyebarkan kuesioner kepada pengguna layanan Go Ride di Kota Tasikmalaya. Teknik pengambilan data menggunakan probability sampling dengan jenis simple random sampling dengan beberapa kriteria yang telah ditentukan. Data yang terkumpul kemudian dianalisis menggunakan teknik analisis regresi linear berganda untuk menguji hipotesis penelitian. Sampel penelitian sebanyak 120 responden. Hasil uji parsial menunjukkan bahwa berdasarkan metode patokan nilai signifikansi dan nilai t hitung dalam pengujian hipotesis, terbukti bahwa seluruh variabel lolos uji. Berdasarkan nilai signifikansi, variabel harga memiliki nilai <0.01 < 0.05, promosi <0.01 < 0.05, dan ulasan konsumen online <0.01 < 0.05. Sedangkan, berdasarkan patokan metode nilai t hitung, variabel harga = 7.784 > 1.98063, promosi = 7.131 > 1.98063, dan ulasan konsumen online = 7.200 > 1.98063. Hasil uji parsial menunjukkan bahwa semua variabel memenuhi kriteria kedua metode, dengan masing-masing variabel berpengaruh positif dan signifikan terhadap minat beli. Berdasarkan uji simultan, seluruh variabel berpengaruh positif dan signifikan terhadap minat beli. Berdasarkan nilai signifikansi, variabel tersebut memiliki nilai <0.01 < 0.05 terhadap minat beli. Berdasarkan f hitung, seluruh variabel memiliki nilai 43.222 > 2.68. Hasil penelitian ini diharapkan memiliki implikasi penting bagi pengembangan strategi pemasaran dalam industri transportasi online. Kata kunci: Harga, Promosi, Ulasan Konsumen Online, Minat Beli, Go-Ride, Gojek, Kota Tasikmalaya. This study aims to determine the influence of price, promotion, and online consumer reviews on the purchase intention of Go-Ride services on the Gojek application in the city of Tasikmalaya. The research was conducted to understand how various factors, such as the offered price, promotions, and online reviews, affect consumer decisions in choosing online transportation services. The research method used was a survey by distributing questionnaires to Go-Ride service users in Tasikmalaya. The data collection technique employed was probability sampling with the simple random sampling method and several predetermined criteria. The collected data were then analyzed using multiple linear regression analysis to test the research hypotheses. The sample consisted of 120 respondents. Partial test results indicated that all variables passed the tests based on the significance value method and the t-value method for hypothesis testing. Based on the significance value, the price variable had a value of <0.01 < 0.05, promotion <0.01 < 0.05, and online consumer reviews <0.01 < 0.05. Meanwhile, based on the t-value method, the price variable = 7.784 > 1.98063, promotion = 7.131 > 1.98063, and online consumer reviews = 7.200 > 1.98063. The partial test results showed that all variables met the criteria of both methods, with each variable having a positive and significant effect on purchase intention. Based on the simultaneous test, all variables had a positive and significant effect on purchase intention. The significance value for these variables was <0.01 < 0.05, and the f-value was 43.222 > 2.68. The results of this study are expected to have important implications for the development of marketing strategies in the online transportation industry. Keywords: Price, Promotion, Online Consumer Reviews, Purchase Intention, Go-Ride, Gojek, Tasikmalaya City.
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S_BIDI_2003250_Chapter1.pdf Download (473kB) |
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=list_works&hl=en&user=3ZhYaRIAAAAJ ID SINTA Dosen Pembimbing : Adam Hermawan: 6681172 Syti Sarah Maesaroh: 6681118 |
| Uncontrolled Keywords: | Harga, Promosi, Ulasan Konsumen Online, Minat Beli, Go-Ride, Gojek, Kota Tasikmalaya. Price, Promotion, Online Consumer Reviews, Purchase Intention, Go-Ride, Gojek, Tasikmalaya City. |
| Subjects: | H Social Sciences > HB Economic Theory T Technology > T Technology (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Bisnis Digital |
| Depositing User: | Reyhan Arya Nugraha |
| Date Deposited: | 24 Dec 2024 07:26 |
| Last Modified: | 24 Dec 2024 07:26 |
| URI: | http://repository.upi.edu/id/eprint/127506 |
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