Pengaruh Perceived Ease Of Use, Word Of Mouth, Dan Brand Image Terhadap Keputusan Penggunaan Jasa Layanan Transportasi Go-Jek Di Kota Malang (Studi Pada Mahasiswa S1 Universitas Brawijaya)

Ulfa, Trias Mariyah (2018) Pengaruh Perceived Ease Of Use, Word Of Mouth, Dan Brand Image Terhadap Keputusan Penggunaan Jasa Layanan Transportasi Go-Jek Di Kota Malang (Studi Pada Mahasiswa S1 Universitas Brawijaya). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh perceived ease of use, word of mouth, dan brand image terhadap keputusan penggunaan jasa layanan transportasi GO-JEK, di Kota Malang.Jenis penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Sampel dalam penelitian ini sebanyak 160 responden dengan teknik purposive sampling, yang dituju adalah mahasiswa S1 Universitas Brawijaya yang mempunyai pengetahuan terkait produk GO-JEK (GO-RIDE), pernah mendapat rekomendasi untuk menggunakan GO-JEK (GO-RIDE) dari orang lain, dan pernah menggunakan jasa layanan transportasi GO-JEK (GO-RIDE) minimal satu kali. Pengolahan data dilakukan dengan menggunakan alat analisis regresi linier berganda dengan memperhatikan uji asumsi klasik. Berdasarkan pengujian hipotesis, hasil uji t menunjukkan bahwa perceived ease of use, word of mouth, dan brand image berpengaruh positif dan signifikan terhadap keputusan penggunaan.

English Abstract

This research aimed to examine the influence of perceived ease of use, word of mouth, and brand image on the use decision of transportation services GO-JEK in Malang City. The type of research is explanatory research that uses quantitative approach. The sample in this research are 160 respondents with purposive sampling technique, which is aimed at UB's students who have knowledge related to GO-JEK (GO-RIDE) product from others and have used the GO-JEK (GO-RIDE) transportation service at least once. The data analysis technique used is multiple linier regression with regard classical assumption. The research result shows that perceived ease of use, word of mouth, and brand image have significant influences on purchase intention, but corporate image has no significant influence on decision of use.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2018/68/051802837
Uncontrolled Keywords: Perceived Ease of Use, Word of Mouth, Brand Image, Keputusan Penggunaan
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 Ekonomi dan Bisnis > Manajemen
Depositing User: Yusuf Dwi N.
Date Deposited: 24 Apr 2018 06:42
Last Modified: 02 Nov 2021 05:32
URI: http://repository.ub.ac.id/id/eprint/9837
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