PENGARUH HARGA, PROMOSI, KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN GOJEK DI SURABAYA (STUDI KASUS MAHASISWA STIESIA SURABAYA)

Abstract

This research almed to examine the effect pf price, promotion, and service quality on the customers‘ purchasing decisions of GOJEK in Surabaya through questionnaire distribution. The research was descriptive-quantitative. It focused on measuring the cause-and-effect relationships for each variable. Moreover, the data were primary. The data collection sampling used purposive sampling i.e., a sample collection with determined criteria of the study program, age, and frequency of Gojek for a week. Furthermore, the population was customers of Gojek in STIESIA Surabaya. As the researcher did not know the number of customers who ever used Gojek, the population was infinite. . Additionally, the data analysis technique used multiple linear regression with SPSS 26 version. The result showed that price had a positive and significant effect on purchasing decisions. Likewise, the promotion had a positive and significant effect on purchasing decisions. Similarly, service quality had a positive and insignificant effect on purchasing decisions.