Asmoro, Ajar Pandukusumo and Lusy Deasyana Rahma Devita., SAB., MAB (2023) Pengaruh Promosi dan Citra Merek, Terhadap Keputusan Pembelian Pada Layanan GoFood Indonesia (Survei pada Mahasiswa Aktif di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Peningkatan penggunaan teknologi oleh masyarakat dimanfaatkan oleh perusahaan startup untuk menyediakan jasa berbasis aplikasi melalui telepon genggam. Salah satu jasa yang ditawarkan ialah jasa pesan-antar makanan oleh GoFood Indonesia. Persaingan industri yang kian meningkat menuntut perusahaan GoFood Indonesia menerapkan beberapa strategi guna meningkatkan jumlah konsumen dan menjadi unggul dalam industrinya. Penelitian ini bertujuan untuk (1) mengetahui dan menjelaskan pengaruh Promosi secara parsial terhadap Keputusan Pembelian, (2) mengetahui dan menjelaskan pengaruh Citra Merek secara parsial terhadap Keputusan Pembelian (3) mengetahui dan menjelaskan pengaruh Promosi dan Citra Merek secara simultan (bersama) terhadap Keputusan Pembelian. Jenis Penelitian yang digunakan adalah explanatory research dengan pendekatan metode kuantitatif. Variabel penelitian ini meliputi variabel independen berupa Promosi dan Citra Merek serta variabel dependen berupa Keputusan Pembelian. Populasi dalam penelitian ini merupakan Mahasiswa Aktif dari Universitas di kota Malang yang Menggunakan Layanan Pesan-Antar Makanan. Penelitian ini menggunakan sampel sebanyak 97 orang responden dengan menggunakan teknik pengambilan sampel berupa purposive sampling. Metode pengumpulan data dalam penelitian ini menggunakan kuesioner. Teknik analisis data yang digunakan ialah analisis statistik deskriptif dan analisis Regresi Linear Berganda. Pengolahan data dalam penelitian ini menggunakan SPSS 26 for Windows. Hasil analisis regresi linear berganda menunjukan bahwa (1) variabel Promosi (X1) secara parsial berpengaruh signifikan terhadap Keputusan Pembelian (Y), (2) variabel Citra Merek (X2) secara parsial berpengaruh signifikan terhadap Keputusan Pembelian (Y), dan (3) variabel Promosi dan Citra Merek secara simultan (bersama) berpengaruh signifikan terhadap Keputusan Pembelian (Y).
English Abstract
The increasing amount of technology usage by the society are being utilized by startup companies. They provided an application-based services via mobile phones. One of the services offered is a food delivery service by GoFood Indonesia. The competition inside the industry has rapidly increased in every year, therefore, GoFood Indonesia must implement several strategies to increase the number of consumer and become superior in their industry. The purpose of this research aims to (1) To know and to explain the effect of Promotion partially on the Purchase Decision, (2) To know and to explain the effect of Brand Image partially on the Purchase Decision, (3) To know and to explain the effect of Promotion and Brand Image simultaneously on the Purchase Decision. The type of research used in this research is explanatory research with a quantitative approach. The variables in this research including the independent variables which are Promotion and Brand Image and the dependent variable which are Purchase Decision. The Population in this research were S1 active students in Malang who already used Food Delivery Services. This research collected a sample of 97 people respondents with the purposive sampling method. All types of data in this research were collected through questionnaire. The data in this research were analyzed with descriptive statistical analysis method and multiple linear regression analysis method. The data in this research were processed using SPSS 26 for Windows. The results of multiple linear regression analysis shows that (1) the Promotion (X1) partially has a significant effect on Purchase Decision (Y), the Brand Image (X2) partially has a significant effect on the Purchase Decision (Y), and (3) Promotion (X1) and Brand Image (X2), simultaneously have a significant effect on Purchase Decision (Y).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | '0523030298 |
| Uncontrolled Keywords: | Promosi, Citra Merek, Keputusan Pembelian |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 21 Dec 2023 03:43 |
| Last Modified: | 21 Dec 2023 03:43 |
| URI: | http://repository.ub.ac.id/id/eprint/205579 |
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