位置、价格、促销和服务质量对使用在线摩托车的决定的影响

Andrew Effendy Widjaja, Lilik Indrawati
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引用次数: 2

摘要

技术的出现和日益停滞的道路使得聪明的创业者在技术领域创业。其中一项业务是在线运输业务。在印度尼西亚,尤其是在泗水,最受欢迎的交通工具是在线出租车。企业家的愿望之一就是他的企业能够得到很多的消费者,当然这离不开消费者存在的购买决策。在线运输企业家必须知道消费者购买决策的基础是什么。本研究旨在分析位置、价格、促销和服务质量对泗水天主教大学Darma Cendika学生在线使用出租车决策的影响程度。抽样方法为目的抽样。本研究以天主教大学Darma Cendika的75名学生为样本,采用定量数据分析方法对所得数据进行分析,包括效度检验、信度检验、经典假设检验、多元线性回归分析、决定系数(R2)分析,并通过t检验进行假设检验。对满足效度检验、信度检验和经典假设检验的数据使用SPSS ver进行处理。16,得到回归方程:Y = 9324 + 0,074 X1 + 0,157 X2 + 0,061 X3。其中为购买决策变量(Y)、价格变量(X1)、促销变量(X2)、服务质量变量(X3)。采用t检验的假设检验表明,tcount为0.738的价格(X1)、tcount为1848的促销(X2)和tcount为0.945的服务质量(X3)这三个自变量由于tcount <可表性,对购买决策的因变量Y没有影响(1994)。调整后的R平方数为0.121,表明12.1%的购买决策变量可以被回归方程中的三个自变量解释,并且关系水平很低,而剩余的87.9%可以被本研究中使用的三个变量之外的其他变量解释。
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PENGARUH LOKASI, HARGA, PROMOSI, DAN KUALITAS PELAYANANTERHADAP KEPUTUSAN MENGGUNAKAN OJEK ONLINE
The advent of technology and increasingly stalled roads make the smart  entrepreneurs in the field of technology to open a business. One of the businesses opened is an online transport business. In Indonesia, especially in Surabaya, the most popular transportation is taxibike online. One of the entrepreneurs desire is that his business can get a lot of consumers, of course it can not be separated from purchasing decisions that exist in the consumer. The online transport entrepreneur must know what is underlying in the consumer purchase decision. This study aims to analyze how much influence Location, Price, Promotion and Quality of Service to Decision in using Taxibike Online at students Catholic University Darma Cendika in Surabaya. Sampling method used is Purposive Sampling. The sample in this research is 75 students of Catholic University Darma Cendika, then analyzed the data obtained by using quantitative data analysis covering validity test, reliability test, classical assumption test, multiple linear regression analysis, coefficient of determination (R2), and hypothesis testing through t test. Data that has met the validity test, reliability test and classical assumption test is processed using SPSS ver.16, so as to produce regression equation as follows :Y = 9,324 + 0,074 X1 + 0,157 X2 + 0,061 X3. Where is Purchase Decision variable (Y), Price variable (X1), Promotion variable (X2) and Service Quality variable (X3). Hypothesis testing using t test shows that the three independent variables namely Price (X1) with tcount 0,738, Promotion (X2) with tcount 1,848 and Service Quality (X3) with tcount 0,945 not influence to dependent variable of Purchase Decision (Y) because tcount <  ttable ( 1,994).The Adjusted R Square number of 0.121 indicates that 12,1 percent of the Purchase Decision variable can be explained by the three independent variables in the regression equation, and have a very low level of relationship, while the remaining 87,9  percent is explained by other variables beyond the three variables used in this study.
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