Tiarailsa, Sabita (2022) Pengaruh Brand Image, Promosi, dan Harga Terhadap Keputusan Penggunaan Aplikasi GrabFood di Surabaya. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
This research is backgrounded by the existence of several factors that can affect the attractiveness of purchases by consumers. Therefore, the purpose of this study is to analyze the influence of brand image, promotion, and price simultaneously on the decision to use the GrabFood application in Surabaya, to analyze theinfluence of the brand image partially on the decision to use the GrabFood application in Surabaya, for me analyze the effect of promotions partially on the decision to use the GrabFood application in Surabaya andpartially analyze the price on the decision to use the Grabfood application in Surabaya. The type of research used is quantitative research. The population in this study was all GrabFood application users in Surabaya and the sample in this study was 150 respondents. The source of the data used is the respondent's answer. The data collection technique uses questionnaires in the form of Google Forms. Based on the results of data analysis that has been carried out during the study, the results obtained, namely Brand Image, Promotion and Price simultaneously affecting the Purchasing Decision on the use of the GrabFood application in Surabaya, this is based on the results of the F test, which is 74,072. Then based on the results of the t test, namely 3,668, it is known that the partial influence of the brand image is caused because the GrabFood application is well known and has a positive image, the influence of partial promotion is caused because the promotion carried out by GrabFood is considered good and able to attract the attention of the public, and finally the influence of partial prices, namely because the prices offered by GrabFood are affordable.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Sabita Tiarailsa | ||||||||
| Date Deposited: | 16 Sep 2022 07:54 | ||||||||
| Last Modified: | 16 Sep 2022 07:54 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/9092 |
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