Tomalate, Yusdar S (2019) Pengaruh Brand Extension dan Kualitas Layanan terhadap Keputusan Pembelian (Survei pada Pelanggan Go-Jek yang Menggunakan Brand Extention Go-Food di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) menjelaskan pengaruh Brand Extension dan Kualitas Layanan secara simultan terhadap Keputusan Pembelian (2) menjelaskan pengaruh Brand Extension dan Kualitas Layanan masing-masing secara parsial terhadap Keputusan Pembelian. Jenis penelitian yang digunakan adalah explanatory dengan pendekatan kuantitatif. Variabel penelitian ini meliputi Brand Extension, Kualitas Layanan dan Keputusan Pembelian. Populasi dalam penelitian ini adalah Pelanggan Go-jek dengan usia minimal 18 tahun yang berdomisili Kota Malang dan telah menggunakan jasa Go-Food di Kota Malang. Sampel yang digunakan dalam penelitian ini sebanyak 113 responden yang diambil dengan menggunakan purposive sampling dan metode pengumpulan data menggunakan angket atau kuesioner. Analisis data yang digunakan adalah analisis statistik deskriptif dan analisis Regresi Linear Berganda. Data pada penelitian ini diolah menggunakan SPSS 25 for Windows. Hasil analisis regresi linear berganda menunjukkan bahwa Brand Extension (X1) dan Kualitas Layanan (X2) berpengaruh signifikan secara simultan terhadap Keputusan Pembelian (Y), variabel Brand Extension (X1) dan Kualitas Layanan (X2) masing-masing berpengaruh signifikan secara parsial terhadap Keputusan Pembelian (Y)
English Abstract
The purpose of this study was to (1) explain the effect of simultaneous Brand Extension and Quality of Service on Purchasing Decision (2) partially explain the influence of Extension Brand and Service Quality partially on Purchase Decision. The type of research was used in this research is explanatory with a quantitative approach. The research variables of this study were Brand Extension, Service Quality and Purchasing Decision. The population in this research were Go-jek customers with a minimum age of 18 who live in Malang City and have used Go-Food services in Malang City. The sample used in this study was 113 respondents taken using purposive sampling and the method of data collection using a questionnaire. The data analysis used was descriptive statistical analysis and multiple linear regression analysis. The data in this study were processed using SPSS 25 for Windows. The results of multiple linear regression analysis show that Brand Extension (X1) and Service Quality (X2) have a simultaneous significant effect on Purchasing Decision (Y), Brand Extension (X1) and Service Quality (X2) variables each have a partially significant effect on Purchase Decision (Y)
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/362/051906389 |
| Uncontrolled Keywords: | Brand Extension, Service Quality, Purchasing Decision |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 10 Aug 2020 06:32 |
| Last Modified: | 10 Aug 2020 06:32 |
| URI: | http://repository.ub.ac.id/id/eprint/172175 |
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