Nugroho, Muhammad Rizqie (2023) Pengaruh Gaya Hidup, Kepercayaan, E-Service Quality dan Promosi Terhadap Keputusan Pembelian pada Aplikasi Go-Food (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Untag Surabaya). (The Influence of Lifestyle, Trust, E-Service Quality and Promotion on Purchasing Decisions on the Go-Food Application (Study on Students of the Faculty of Economics and Business Untag Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
At present, technological developments that have occurred have experienced a rapid increase, especially technological developments in the field of marketing. With technology, marketing can be done quickly, practically and efficiently. Marketing that uses the latest technology makes it possible to reach a wider range of potential consumers than marketing without using technology. Business people and consumers can also use technology to sell or buy the desired needs. The technology used is a platform that can be in the form of an application, web, or social media that is widely used by today's society. The country-made application that is being widely used is the Go-Jek application. This research was conducted with the aim of knowing the effect of lifestyle, trust, e-service quality, and promotions on purchasing decisions on the Go-Food application. This research method uses a type of quantitative method. The population in this study were active students of the Faculty of Economics and Business, University of August 17, 1945, Surabaya who used the Go-Food application. The sampling technique in this study was carried out by means of random sampling with a sample of 96 respondents. Data collection techniques using questionnaires. The research analysis method used is validity test, reliability test, classical assumption, multiple linear regression analysis, t test, F test and R2 test. Based on the results of this study, when viewed from the t test lifestyle variables affect purchasing decisions on the Go-Food application because the significance value is 0.000 <0.05 and the tcount value is 4.609 > ttable 1.986, trust influences purchasing decisions on the Go-Food application because a significance value of 0.000 <0.05 and a tcount of 4.393 > a ttable of 1.986, e-service quality influences purchasing decisions on the Go-Food application because a significance value of 0.009 <0.05 and a tcount of 2.684 > ttable of 1.986 and promotions have an effect on purchasing decisions on Go-Food application because the significance value is 0.000 <0.05 and the tcount is 7.696 > ttable 1.986. Meanwhile, it can be seen from the F test that lifestyle, trust, e-service quality and promotions simultaneously influence purchasing decisions on the Go-Food application because the calculated F value is 70.324 > Ftable 2.47 with a significance level of 0.000 <0.05. Keywords: Lifestyle, Trust, E-Service Quality, Promotion, Purchase Decision.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Gaya hidup, kepercayaan, e-service quality, promosi, keputusan pembelian |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1211800147 Muhammad Rizqie Nugroho |
| Date Deposited: | 04 May 2023 03:45 |
| Last Modified: | 04 May 2023 03:45 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/22460 |
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