PENGARUH LOKASI, HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN MENGGUNAKAN OJEK ONLINE

Widjaja, Andrew Effendy and Indrawati, Lilik (2018) PENGARUH LOKASI, HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN MENGGUNAKAN OJEK ONLINE. Jurnal Bisnis Terapan (JBT), 2 (2). pp. 169-178. ISSN 2580 - 4928

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Abstract

The advent of technology and increasingly stalled roads make the smart
entrepreneurs in the field of technology to open a business. One of the businesses
opened is an online transport business. In Indonesia, especially in Surabaya, the
most popular transportation is taxibike online. One of the entrepreneurs desire is
that his business can get a lot of consumers, of course it can not be separated from
purchasing decisions that exist in the consumer. The online transport entrepreneur
must know what is underlying in the consumer purchase decision. This study aims
to analyze how much influence Location, Price, Promotion and Quality of Service
to Decision in using Taxibike Online at students Catholic University Darma Cendika
in Surabaya. Sampling method used is Purposive Sampling. The sample in this
research is 75 students of Catholic University Darma Cendika, then analyzed the
data obtained by using quantitative data analysis covering validity test, reliability
test, classical assumption test, multiple linear regression analysis, coefficient of
determination (R2), and hypothesis testing through t test. Data that has met the
validity test, reliability test and classical assumption test is processed using SPSS
ver.16, so as to produce regression equation as follows :Y = 9,324 + 0,074 X1 +
0,157 X2 + 0,061 X3. Where is Purchase Decision variable (Y), Price variable (X1),
Promotion variable (X2) and Service Quality variable (X3). Hypothesis testing
using t test shows that the three independent variables namely Price (X1) with
tcount 0,738, Promotion (X2) with tcount 1,848 and Service Quality (X3) with
tcount 0,945 not influence to dependent variable of Purchase Decision (Y) because
tcount < ttable ( 1,994).The Adjusted R Square number of 0.121 indicates that
12,1 percent of the Purchase Decision variable can be explained by the three
independent variables in the regression equation, and have a very low level of
relationship, while the remaining 87,9 percent is explained by other variables
beyond the three variables used in this study.

Item Type:	Article
Uncontrolled Keywords:	Location, Price, Promotion, Service Quality and Purchase DecisionJurnal Bisnis Terapan, Volume 02 Nomor 02 (Desember, 2018) 169 -178p-ISSN 2580 - 4928e-ISSN 2597-4157JURNAL BISNIS TERAPANPOLITEKNIKUBAYAJURNALE-mail: jbt.politeknik.ubaya@gmail.com, Penerbit: Politeknik Ubaya, SurabayaDOI: https://doi.org/10.24123/jbt.v2i02.1617
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > Prodi Manajemen
Depositing User:	Lilik Indrawati
Date Deposited:	31 Mar 2021 08:13
Last Modified:	18 Apr 2022 09:20
URI:	https://repositori.ukdc.ac.id/id/eprint/679

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