PENGARUH FAKTOR SOSIAL TERHADAP KEPUTUSAN PEMBELIAN PADA LAYANAN GOFOOD DI APLIKASI GOJEK (STUDI KASUS PADA MAHASISWA MANAJEMEN UNIVERSITAS SRIWIJAYA PALEMBANG)

BANDARUDIN, MUFLI CHARISMA and Nofiawaty, Nofiawaty and Putri, Yulia Hamdaini (2022) PENGARUH FAKTOR SOSIAL TERHADAP KEPUTUSAN PEMBELIAN PADA LAYANAN GOFOOD DI APLIKASI GOJEK (STUDI KASUS PADA MAHASISWA MANAJEMEN UNIVERSITAS SRIWIJAYA PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the effect of social factors on purchasing decisions on gofood services in the Gojek application (a case study of Management students at Sriwijaya University Palembang). This study uses a quantitative approach with data collection methods through questionnaires. The population in this study were students of Management at Sriwijaya University Palembang who used the service and consumed gofood products in the Gojek application. The sampling method used purposive sampling with a sample size of 100 respondents. This study uses quantitative analysis techniques, hypothesis testing, multiple linear regression analysis, and the coefficient of determination. The results showed that the reference group variable (X1) and family (X2) had a significant effect on the purchasing decision variable (Y).

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Faktor sosial, kelompok referensi, keluarga
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce H Social Sciences > HF Commerce > HF5001-6182 Business H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mufli Charisma Bandarudin
Date Deposited:	22 Apr 2022 02:09
Last Modified:	22 Apr 2022 02:09
URI:	http://repository.unsri.ac.id/id/eprint/69367

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