PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN GOFOOD (STUDI EMPIRIS: PENGGUNA UMUM LAYANAN APLIKASI GOJEK DI KOTA PALEMBANG)

AZIZAH, SITI NOOR and Maulana, Ahmad (2023) PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN GOFOOD (STUDI EMPIRIS: PENGGUNA UMUM LAYANAN APLIKASI GOJEK DI KOTA PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine the effect of service quality and price on GoFood purchasing decisions among general users of the GoJek application service in the city of Palembang. This research is a type of quantitative research, using primary data by distributing g-form questionnaires to 100 respondents. Data were analyzed using multiple regression analysis techniques and had been tested for validity and reliability. The results of this study indicate that there is a partial positive and significant effect of service quality on purchasing decisions, and price on purchasing decisions, and there is a simultaneous positive and significant influence of service quality and price on GoFood purchasing decisions in Palembang city. This means that the decision to buy GoFood for the people of Palembang city will improve when the service quality is good and the price is appropriate.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kualitas Pelayanan, Harga, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Siti Noor Azizah
Date Deposited:	27 Sep 2023 08:50
Last Modified:	27 Sep 2023 08:50
URI:	http://repository.unsri.ac.id/id/eprint/129123

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