Amien, Maulana Hakim Effendy and Lusy Deasyana Rahma Devita, Lusy Deasyana Rahma Devita,, S.AB., (2023) Pengaruh Consumer Behavior terhadap Purchase Decision (Survei pada Pengguna Layanan GoRide pada Aplikasi Gojek). Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini, yaitu untuk mengetahui dan menjelaskan pengaruh Consumer Behavior terhadap Purchase Decision, dengan rincian: (1) Pengaruh Faktor Personal pada Consumer Behavior terhadap Purchase Decision, (2) Pengaruh Faktor Psikologis pada Consumer Behavior terhadap Purchase Decision, (3) Pengaruh Faktor Sosial pada Consumer Behavior terhadap Purchase Decision, (4) Pengaruh Faktor Personal pada Consumer Behavior terhadap Purchase Decision. Jenis penelitian yang digunakan dalam penelitian ini yaitu explanatory research dengan metode yang digunakan adalah kuantitatif. Sampel sebanyak 116 orang responden berusia minimal 17 tahun, pernah menggunakan layanan GoRide pada aplikasi Gojek, merupakan pengikut akun resmi Instagram Gojek Indonesia. Penelitian ini menggunakan uji validitas dengan Product Moment Pearson. Uji reliabilitas dalam penelitian ini dengan menggunakan Alpha Cronbach. Pengujian hipotesis dalam penelitian ini menggunakan Analisis Regresi Linier Berganda dengan aplikasi pengolahan data Statistical Product and Service Solution (SPSS). Hasil dari penelitian ini menunjukan bahwa: (1) Fakor Personal pada Consumer Behavior berpengaruh negatif tidak signifikan terhadap Purchase Decision, (2) Fakor Psikologis pada Consumer Behavior berpengaruh positif signifikan terhadap Purchase Decision, (3) Fakor Sosial pada Consumer Behavior berpengaruh positif tidak signifikan terhadap Purchase Decision, (4) Fakor Budaya pada Consumer Behavior berpengaruh positif signifikan terhadap Purchase Decision.
English Abstract
The purpose of this study, namely to determine and explain the influence of Consumer Behavior on Purchase Decisions, with details: (1) The influence of Personal Factors on Consumer Behavior on Purchase Decisions, (2) The influence of Psychological Factors on Consumer Behavior on Purchase Decisions, (3) The influence of Social Factors on Consumer Behavior on Purchase Decisions, (4) Influence of Personal Factors on Consumer Behavior on Purchase Decisions. The type of research used in this study is explanatory research with the method used is quantitative. The research sample was 116 respondents aged at least 17 years, had used the GoRide service on the Gojek application, were followers of the official Gojek Indonesia Instagram account. This study uses a validity test with the Pearson Product Moment formula. Reliability test used in this study using Alpha Cronbach. Testing the hypothesis in this study using Multiple Linear Regression analysis using the Statistical Product and Service Solution (SPSS) data processing application. The results of this study indicate that: (1) Personal Factor variable on Consumer Behavior has an insignificant negative effect on Purchase Decision, (2) Psychological Factor variable on Consumer Behavior has a significant positive effect on Purchase Decision, (3) Social Factor variable on the Purchase Decision Consumer Behavior has an insignificant positive effect on Purchase Decision, (4) Cultural Factor variable on Consumer Behavior has a significant positive effect on Purchase Decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030777 |
| Uncontrolled Keywords: | Consumer Behavior, Faktor Personal, Faktor Psikologis, Faktor Sosial, Faktor Budaya, Purchase Decision |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 22 Jan 2024 03:33 |
| Last Modified: | 22 Jan 2024 03:33 |
| URI: | http://repository.ub.ac.id/id/eprint/211730 |
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