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Pengaruh Daya Tarik Promosi, Persepsi Harga, Brand Image Terhadap Keputusan Menggunakan Go Food (Studi Kasus Pada Mahasiswa Universitas Islam Malang)

Jurnal Ilmiah Riset Manajemen

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Title Pengaruh Daya Tarik Promosi, Persepsi Harga, Brand Image Terhadap Keputusan Menggunakan Go Food (Studi Kasus Pada Mahasiswa Universitas Islam Malang)
 
Creator Putri, Ayu Kharisma
Hidayati, Nur
Rahmawati, Rahmawati
 
Description Abstract  This study aims to determine the effect of promotional attractiveness, price perception, and brand image on the decision to use Go Food (a case study of students from the Islamic University of Malang). This research belongs to the type of explanatory research with a quantitative approach, which was conducted to examine the effect between variables. The population of this research is students of the Islamic University of Malang with a total sample of 96 samples of students of the Islamic University of Malang who are still active, and have used the Go Food application at least 2 times. The sampling technique in this study is non-probability sampling with the snowball sampling method. Data analysis in this study consisted of instrument testing, classical assumption test, multiple linear regression analysis, hypothesis testing and coefficient of determination test. The results of this study state that partially (t) that promotional attractiveness and brand image have a significant effect on the decision to use, and price perception has no significant effect on the decision to use Go Food. Simultaneously (F) the decision to use Go Food has a simultaneous effect on promotional attractiveness, price perception, and brand image Keywords: promotional attractiveness, price perception, brand image, decision to use 
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2022-03-05
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/15519
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 11 No. 10 Februari 2022
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/15519/11731
 
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