@thesis{thesis,
		author={Indriana  Diah},
		title ={PENGARUH BRAND IMAGE, INOVASI LAYANAN DAN PERSEPSI 
HARGA TERHADAP PROSES KEPUTUSAN KONSUMEN 
(STUDI PADA KONSUMEN GOJEK DI KOTA SEMARANG)},
		year={2021},
		url={http://eprints.unisbank.ac.id/id/eprint/8312/},
		abstract={Tujuan dari penelitian ini adalah untuk menguji pengaruh brand image, 
inovasi layanan dan persepsi harga terhadap proses keputusan konsumen gojek di 
Kota Semarang. Populasi pada penelitian ini adalah seluruh konsumen gojek di 
Kota Semarang. Sampel yang diambil sebanyak 100 responden. Data yang 
digunakan adalah data primer. Data didapat langsung dari konsumen gojek di 
Kota Semarang melalui metode kuesioner. Data primer tersebut diolah dan 
dianalisis menggunakan SPSS V22. Pengujian dilakukan dengan menggunakan 
deskripsi variabel statistik, uji validitas, uji reliabilitas, analisis regresi linier
berganda, uji koefisien determinasi, uji F dan uji hipotesis (uji t). Hasil penelitian 
ini menunjukkan, bahwa brand image berpengaruh positif dan signifikan terhadap 
proses keputusan konsumen gojek, inovasi layanan berpengaruh positif dan 
signifikan terhadap proses keputusan konsumen gojek, persepsi harga 
berpengaruh positif dan signifikan terhadap proses keputusan konsumen gojek.
The purpose of this study was to examine the effect of brand image, 
service innovation and price perception on the gojek consumer decision process 
in the City of Semarang. The population in this study were all Gojek consumers in 
the city of Semarang. Samples were taken as many as 100 respondents. The data 
used is primary data. Data were obtained directly from gojek consumers in the 
city of Semarang through a questionnaire method. The primary data were 
processed and analyzed using SPSS V22. Tests were carried out using statistical 
variable descriptions, validity tests, reliability tests, multiple linier regression
analysis, coefficient of determination test, F test and hypothesis testing (t test). 
The results of this study, indicate that brand image has a positive and significant 
effect on the Gojek consumer decision process, service innovation has a positive 
and significant impact on the Gojek consumer decision process, price perceptions 
have a positive and significant impact on the Gojek consumer decision process.}
		}