Rahmutia,, Vea Wanda and Yusri Abdillah, S.Sos., M.Si., Ph.D; (2023) Analisis Persepsi Pengguna Jalan Tol Terhadap Aspek Harga, Fasilitas, Dan Social Media Marketing Dalam Kaitannya Dengan Keputusan Pembelian (Studi Pada Rest Area Teras Dipa KM 678 B Ruas Tol Jombang-Mojokerto). Sarjana thesis, Universitas Brawijaya.
Abstract
penjualan yang rendah di antara rest area lain di sepanjang ruas Tol Jombang-Mojokerto. Penelitian ini bertujuan untuk mengetahui pengaruh harga produk, fasilitas kenyamanan, dan social media marketing Instagram terhadap keputusan pembelian pengguna jalan tol pada rest area Teras Dipa KM 678 B Ruas Tol Jombang-Mojokerto baik secara parsial maupun simultan. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif. Penelitian ini menggunakan non-probability sampling dengan metode purposive sampling dengan kriteria tertentu dan jumlah sampel ditentukan dengan rumus Cochran dan diperoleh 96 sampel yang menjadi responden penelitian. Data dalam penelitian ini diambil menggunakan kuesioner yang telah dilakukan uji validitas dan reliabilitasnya. Data dianalisis menggunakan Teknik regresi linier berganda menggunakan aplikasi SPSS V.26. Hasil penelitian ini menemukan bahwa harga (X1) secara parsial berpengaruh terhadap keputusan pembelian (Y). Fasilitas (X2) secara parsial berpengaruh terhadap keputusan pembelian (Y). Social media marketing (X3) secara parsial tidak berpengaruh terhadap keputusan pembelian (Y). Harga (X1), Fasilitas (X2), dan social media marketing (X3) secara simultan berpengaruh terhadap keputusan pembelian (Y) pada Rest area Teras Dipa KM 678 B Ruas Tol Jombang-Mojokerto.
English Abstract
This research is motivated by the Teras Dipa KM 678 rest area which has low sales among other rest areas along the Jombang-Mojokerto Toll Road section. This study aims to determine the effect of product prices, convenience facilities, and Instagram social media marketing on purchasing decisions of toll road users at the Teras Dipa KM 678 B rest area of the Jombang-Mojokerto Toll Road both partially and simultaneously. This research uses a quantitative approach with an associative research type. This study uses non-probability sampling with purposive sampling method with certain criteria and the number of samples determined by the Cochran formula and obtained 96 samples who became research respondents. The data in this study were taken using a questionnaire that had been tested for validity and reliability. The data were analyzed using multiple linear regression techniques using the SPSS V.26 application. The results of this study found that prices (X1) partially affect purchasing decisions (Y). Facilities (X2) partially affect purchasing decisions (Y). Social media marketing (X3) partially has no effect on purchasing decisions (Y). Prices (X1), facilities (X2), and social media marketing (X3) simultaneously influence purchasing decisions (Y) at the Dipa Teras Rest area KM 678 B Jombang-Mojokerto Toll Road Section.
Item Type: | Thesis (Sarjana) |
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Identification Number: | O52303 |
Uncontrolled Keywords: | harga; fasilitas; social media marketing; keputusan pembelian-price; facilities; social media marketing; purchase decision |
Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
Depositing User: | Unnamed user with username suprihatin |
Date Deposited: | 17 Jan 2024 05:10 |
Last Modified: | 17 Jan 2024 05:10 |
URI: | http://repository.ub.ac.id/id/eprint/211431 |
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Text (DALAM MASA EMBARGO)
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