ANALISIS PENERAPAN BLUE OCEAN STRATEGY PADA SERVICE MARKETING MIX TERHADAP KEPUTUSAN PENGGUNAAN JASA GO-JEK. (Studi Kasus Pengguna Jasa Go-jek di Palembang)

QADIR, ABDUL and Wahab, Zakaria and Nailis, Welly (2017) ANALISIS PENERAPAN BLUE OCEAN STRATEGY PADA SERVICE MARKETING MIX TERHADAP KEPUTUSAN PENGGUNAAN JASA GO-JEK. (Studi Kasus Pengguna Jasa Go-jek di Palembang). Undergraduate thesis, Sriwijaya University.

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Abstract

Tujuan utama penelitian ini adalah untuk mengetahui pengaruh service marketing mix terhadap keputusan penggunaan jasa go-jek. Sampel penelitian ini sebanyak 120 responden yang berasal dari konsumen Go-jek. Metode pengambilan sampel yang digunakan adalah purposive sampling karena homogenitas dari para konsumen. Koefisien determinasi menunjukan bahwa sebesar 53,9% keputusan penggunan jasa dipengaruhi oleh variabel service marketing mix (product, price, place, promotion, people, process, physical evidence). Teknik data yang dipakai adalah analisis regresi berganda. Hasil penelitian secara simultan menunjukan bahwa service marketing mix berpengaruh terhadap keputusan penggunaan jasa. Secara Parsial hanya variabel price, people, dan physical evidence yang memiliki pengaruh secara signifikan terhadap keputusan penggunaan jasa Go-jek.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: service marketing mix, product, price, placet, promotion, people, process, physical evidence, keputusan penggunaan jasa.
Subjects: H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products > HF5415.126.R38 Database marketing--Statistical methods. Data mining--Statistical methods. Big data--Statistical methods.
Divisions: Faculty of Economics > 61201-Management (S1)
Depositing User: Mr. Afrizal Aziz
Date Deposited: 02 Dec 2019 04:58
Last Modified: 02 Dec 2019 04:58
URI: http://repository.unsri.ac.id/id/eprint/19399

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