Permana, Septian Davis (2022) Pengaruh Citra Merek, Kualitas Layanan, Dan Harga Terhadap Preferensi Konsumen Dalam Menggunakan Aplikasi Gojek (Studi Pada Mahasiswa Administrasi Bisnis UPN “Veteran” Jawa Timur). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to examine the effect of brand image, service quality, and price on consumer preferences in using the Gojek application for Business Administration students FISIP UPN "Veteran" East Java. The sample in this study consisted of 90 Business Administration students FISIP UPN "Veteran" East Java with the characteristics of active Business Administration students FISIP UPN "Veteran" East Java. The sampling technique in this study used the Purposive Sampling technique because it was taken only on Business Administration students FISIP UPN "Veteran" East Java. Hypothesis testing in this study uses statistical model analysis consisting of Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression, F Test, and T Test. The results of this study indicate that there is a partial effect of each independent variable on the dependent variable. by using the T test. Simultaneous testing shows that there is a simultaneous effect of all independent variables on the dependent variable as indicated by the T table value of 114.858. So it can be concluded that Brand Image, Service Quality, and Price simultaneously have an influence on Consumer Preference.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Septian Davis Permana | ||||||||
| Date Deposited: | 22 Dec 2022 06:27 | ||||||||
| Last Modified: | 22 Dec 2022 06:27 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/10578 |
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