PENGARUH PRICE DAN PROMOTION TERHADAP PURCHASE DECISION DALAM MENGGUNAKAN LAYANAN ONLINE FOOD DELIVERY

DINDA AFIFAH ALZAGLADI, . (2021) PENGARUH PRICE DAN PROMOTION TERHADAP PURCHASE DECISION DALAM MENGGUNAKAN LAYANAN ONLINE FOOD DELIVERY. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (586kB)
	Text BAB 1.pdf Download (240kB)
	Text BAB 2.pdf Restricted to Registered users only Download (417kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (388kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (435kB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (191kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (270kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (1MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk: (1) mengetahui pengaruh positif dan signifikan price terhadap purchase decision, (2) mengetahui pengaruh positif dan signifikan promotion terhadap purchase decision. Populasi dalam penelitian ini adalah pengguna layanan online food delivery yang berdomisili di wilayah DKI Jakarta, Bogor, Bekasi, Depok dan Tangerang. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling dengan sampel sebanyak 200 responden. Analisis data menggunakan SPSS versi 22. Hasil pengujian hipotesis menunjukkan: (1) Price memiliki pengaruh positif dan signifikan terhadap purchase decision, dibuktikan dengan nilai t hitung > t tabel, yaitu 19,608 > 1,653. (2) Promotion memiliki pengaruh positif dan signifikan terhadap purchase decision, dibuktikan dengan nilai t hitung > t tabel, yaitu 23,450 > 1,653. Kata kunci: price, promotion, purchase decision, layanan online food delivery. This study aims to: (1) determine the positive and significant effect of price on purchase decisions, (2) determine the positive and significant effect of promotion on purchase decisions. The population in this study are online food delivery service users who live in DKI Jakarta, Bogor, Bekasi, Depok, and Tangerang.. The sampling technique used in this study was purposive sampling with a sample of 200 respondents. Data analysis using SPSS version 22. The results of hypothesis testing show: (1) Price has a positive and significant influence on purchase decisions, as evidenced by the value of t count > t table, which is 19.608 > 1.653. (2) Promotion has a positive and significant effect on purchase decisions, as evidenced by the value of t count > t table, which is 23,450 > 1,653. Keywords: price, promotion, purchase decision, online food delivery service

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Corry Yohana, M.M. ; 2). Nadya Fadillah Fidhyallah, M.Pd.
Subjects:	Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 10682 not found.
Date Deposited:	26 Aug 2021 01:41
Last Modified:	26 Aug 2021 01:41
URI:	http://repository.unj.ac.id/id/eprint/17390

Actions (login required)

View Item