PENGARUH CITRA MEREK, PREFERENSI KONSUMEN, WORD OF MOUTH, KEPERCAYAAN, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN JASA GO-RIDE (STUDI PADA MAHASISWA UNIVERSITAS DIPONEGORO)
Abstract: Results from the
initial findings of the interview found that Diponegoro university students
were not satisfied with the services provided by Go-Jek, among others, apps are
often error, the location of the remote driver, drivers pay less attention to
passenger safety, and it is found that there is a gap between the number of
downloaders and the number of Go-Jek transactions. This research was conducted
to analyze the effect of brand image, consumer preference, word of mouth, trust
and price perception on purchase decision Go- Ride service on Diponegoro
University student.
Data collection technique conducted in this study is a questionnaire. The
sample was chosen by
purposive sampling technique.
Respondents in this
research are Diponegoro
University students who have used Go-Ride service for at least 2 times, with
110 respondents whose distribution includes 11 faculties. The technique used to
analyze the influence of independent variables and dependent variable of this
research is multiple linear regression analysis.
Result of research prove that hypothesis one Brand image have positive
effect to Purchase Decision accepted.
The second hypothesis
of Consumer Preference
has a positive effect on Purchase
Decision accepted. The third hypothesis of Word Of Mouth has a positive effects
on Purchase Decision accepted. Fourth Hypothesis, Trust has a positive effect
on Purchase Decision accepted. The fifth hypothesis, Price Perception has a
positive effect on Purchase Decision accepted. Coefficient of determination
test results stated that the five independent variables have an influence of
47.9% of Purchase Decision. Go-Ride service providers are advised to build a
better brand image, by knowing their consumer preferences so
that it is
expected to create
positive word of
mouth and consumer confidence to improve purchasing
decisions.
Keywords: Brand Image, Trust,
Price Perceptions, Purchase Decision
Penulis: Fariza Dewi Fitria,
Mahfudz
Kode Jurnal: jpmanajemendd180415
