Image of Pengaruh Daya Tarik Iklan, Harga, Dan E-WOM Terhadap Keputusan Pengguna Jasa Transportasi Online Gojek Di Surakarta

SKRIPSI MBS

Pengaruh Daya Tarik Iklan, Harga, Dan E-WOM Terhadap Keputusan Pengguna Jasa Transportasi Online Gojek Di Surakarta

ABSTRACT
This research aims to analyze the influence of advertising attractiveness, price and E-WOM on the decisions of users Gojek online transparation service in Surakarta. The approach used is sampling with a purposive sampling approach.
Data were analyzed statistically using multiple linear regression analysis. The data soure used in this research in primary data using SPSS 26.0 software data analysis tools. The subjects of this research were 160 respondents who had used or would use Gojek online transportations service with data collection methods using questionnaries.
The result of the analysis show simultaneously that advertising attractiveness, price and E-WOM have a positive and significant influence on the decisions of users of Gojek online transportation service in Solo. However, judging from the descriptive statistical result, the most influential is the price variable which is caused by seting price for each service in the Gojek application according to what is desired and in accordance with user needs. This can be concluded if the attractiveness of advertising has its own abilities and characteristics. In carrying out promotions, setting price that are affordable and according to needs and quality and E-WOM providing positive and use rating to the company will increase the decisions of users of Gojek online transportation service in Surakarta.
Keywords : advertising attractiveness, price, E-WOM, user decision

Ketersediaan

Tidak ada salinan data

Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 SAB p 23
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 101 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

Lampiran Berkas
Komentar
Anda harus masuk sebelum memberikan komentar