Pengaruh Harga, promosi Penjualan, dan brand Image Terhadap Keputusan Pengunaan jasa Transportasi Online Grab di Surabaya
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Institusion
Universitas Katolik Darma Cendika
Author
Handoko, Inggid Farahdita
Subject
HB Economic Theory
Datestamp
2022-03-31 06:19:22
Abstract :
The development of technology in the last few years has been so fast, making various business opportunities through technology even more promising. The application of technology and information causes changes in new habits or habits in the business sector, such as the use of trading media for transportation service companies using the internet, which is currently not difficult to reach by all groups.This study aims to determine the influence of price, sales promotion and brand image on the decision to use Grab's online transportation services in Surabaya. The research method used in this research is quantitative research methods using a sample of 75 respondents. The data collection technique uses a questionnaire that is distributed to users of Grab online transportation service using google form. This study uses multiple linear regression analysis.Based on data processing with the SPSS Version 25 program, the following results were obtained, the validity test carried out on all statement items was said to be valid, where r count on each statement item was greater than r table (0.2272), and in the reliability test it could be stated that all variables could be said reliable, because the resulting value is > from the Cronbach alpha value of 0.60. The Adjusted R Square value is 0.707 or 70.7%, which indicates that the contribution of price, sales promotion and brand image to the decision to use Grab's online transportation services in Surabaya is strong. Based on data processing, it is known that price and brand image have a significant influence on use decisions, while sales promotions have no influence on decisions to use Grab online transportation services in Surabaya.
The development of technology in the last few years has been so fast, making various business opportunities through technology even more promising. The application of technology and information causes changes in new habits or habits in the business sector, such as the use of trading media for transportation service companies using the internet, which is currently not difficult to reach by all groups.This study aims to determine the influence of price, sales promotion and brand image on the decision to use Grab's online transportation services in Surabaya. The research method used in this research is quantitative research methods using a sample of 75 respondents. The data collection technique uses a questionnaire that is distributed to users of Grab online transportation service using google form. This study uses multiple linear regression analysis.Based on data processing with the SPSS Version 25 program, the following results were obtained, the validity test carried out on all statement items was said to be valid, where r count on each statement item was greater than r table (0.2272), and in the reliability test it could be stated that all variables could be said reliable, because the resulting value is > from the Cronbach alpha value of 0.60. The Adjusted R Square value is 0.707 or 70.7%, which indicates that the contribution of price, sales promotion and brand image to the decision to use Grab's online transportation services in Surabaya is strong. Based on data processing, it is known that price and brand image have a significant influence on use decisions, while sales promotions have no influence on decisions to use Grab online transportation services in Surabaya.
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