ABIMANYU, RACHMAD VINCET (2020) PENGARUH CITRA MEREK DAN KUALITAS LAYANAN TERHADAP PREFERENSI KONSUMEN DALAM MENGGUNAKAN APLIKASI GOJEK. Undergraduate thesis, UPN "VETERAN" JATIM.
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Abstract
This study aims to find out if Brand Image and Service Quality affect Consumer Preferences. This research uses Gojek app object. In this study, the population is students of Fisip UPN "Veteran" East Java. While the sample of 100 respondents, namely Fisip students who have criteria of age 17 years and above, using Gojek service at least 3 times in the last 2 months, have Gojek customer account and use Gojek. The sample was obtained by unknown population formula, while the data collection using questionnaire using Non Probability Sampling method, and purposive sampling technique. The hypothesis testing in this study used statistical model analysis consisting of Validity Test, Reliability Test, Classic Assumption Test, Multiple Linear Regression, F Test and t Test. The results of this study there is a partial influence of each variable free of bound variables that is using the test t. In Test F also produces the fact that Brand Image and Service Quality simultaneously have an influence on Consumer Preferences. Keywords : Brand Image, Service Quality, Consumer Preferences
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 23 Jun 2021 06:01 | ||||||||
| Last Modified: | 23 Jun 2021 06:01 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/2138 |
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