PENGARUH BRAND IMAGE, PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MAKANAN MENGGUNAKAN JASA GOFOOD DI PALEMBANG

MUROQOBAH, ALIYYA and Widiyanti, Marlina and Rosa, Aslamia (2023) PENGARUH BRAND IMAGE, PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MAKANAN MENGGUNAKAN JASA GOFOOD DI PALEMBANG. Masters thesis, Sriwijaya University.

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Abstract

This research aims to examine the influence of brand image, promotion, and price to food purchase decision using GoFood service in Palembang city. The population in this research is all users of GoFood in Palembang city in 2021, projected by 1.681.374 Palembang city population in 2021. 150 respondents are taken as the research sample using proportional random sampling method. The result from multiple regression analysis shows that brand image, promotion, and price have positive significant impact to purchasing decision. Thus, Gojek Indonesia could apply brand image strategy as its additional attribute to differ from its competitors, more interesting promotion strategy (e.g. increasing voucher rewarding to users that collaborating with many brand partners), and a more suitable pricing strategy for its service.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Brand Image, Promosi, Harga, Keputusan Pembelian
Subjects:	H Social Sciences > HB Economic Theory > HB221-236 Price H Social Sciences > HB Economic Theory > HB615-715 Entrepreneurship. Risk and uncertainty. Property H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	01-Faculty of Economics > 61101-Management Business and Administration (S2)
Depositing User:	Aliyya Muroqobah
Date Deposited:	23 Aug 2023 01:54
Last Modified:	23 Aug 2023 01:54
URI:	http://repository.unsri.ac.id/id/eprint/127717

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