Subari, Satwika Mujtaba Zuhron (2019) The Effect Of Integrated Marketing Communication And Service Quality On Customer Purchase Decision Gojek Gresik. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh dari Integrated Marketing Communication (IMC) dan Service Quality terhadap keputusan pembelian pada pengguna Gojek di Gresik. Dalam penelitian ini menggunakan metode kuantitatif, populasinya adalah individual customer Gojek di Gresik. Pengambilan sampel dilakukan dengan rumus roscoe yang menghasilkan nilai 30, namun untuk keakuratan analisis spss menggunakan nilai 100. Kuesioner pada penelitian ini sebagai teknik pengambilan data. Jumlah pertanyaan dalam kuesioner sebanyak 22 dengan menggunakan skala Likert. Waktu penelitian diadakan bulan Juni 2018. Penelitian ini menggunakan analisis regresi berganda dengan uji validitas dan uji reliabilitas pada setiap pernyataan. Uji hipotesis diterapkan pada penelitian ini dengan uji F, uji T, koefisien kolerasi, koefisien determinasi. Uji asumsi klasik pada penelitian ini diterapkan dengan menggunakan uji multikolinearitas, uji heteroskedastisitas, uji autokorelasi, uji normalitas, dan uji linearitas. Hasil dari penelitian ini adalah variabel Integrated Marketing Communication dan variabel Service Quality berpengaruh secara simultan terhadap keputusan pembelian. Jadi dapat disimpulkan bahwa meningkatkan variabel independen yaitu Integrated Marketing Communication dan Service Quality maka akan meningkatkan juga variabel dependen yaitu keputusan pembelian.
English Abstract
This study aims to determine the effect of Integrated Marketing Communication (IMC) and Service Quality on purchasing decisions on Gojek users in Gresik. In this study using quantitative methods, the population is individual customer Gojek in Gresik. Sampling was carried out with the roscoe formula which yielded a value of 30, but for the accuracy of spss analysis using a value of 100. The questionnaire in this study was a data collection technique. The number of questions in the questionnaire was 22 using a Likert scale. The research time was held in June 2018. This study used multiple regression analysis by testing the validity and reliability testing for each statement. Hypothesis testing is applied in this study with F test, T test, correlation coefficient, determination coefficient. The classic assumption test in this study was applied using multicollinearity test, heteroscedasticity test, autocorrelation test, normality test, and linearity test. The results of this study are Integrated Marketing Communication variables and Service Quality variables that influence simultaneously on purchasing decisions. So it can be concluded that increasing the independent variables, namely Integrated Marketing Communication and Service Quality, will also increase the dependent variable, namely the purchase decision
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/52/051903489 |
| Uncontrolled Keywords: | Integrated Marketing Communication, Service Quality, Keputusan Pembelian, Integrated Marketing Communication, Service Quality, Purchase Decisions |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 24 Jul 2020 04:27 |
| Last Modified: | 21 Oct 2021 04:38 |
| URI: | http://repository.ub.ac.id/id/eprint/170207 |
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