PENGARUH VARIASI PRODUK, SISTEM PEMBAYARAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN GOJEK DI SURABAYA

Abstract

This research aims to find out and analyze the effect of product variation, payment system and promotion on the consumers’ purchasing decision of Gojek in Surabaya. The sample consists of consumers of GoJek and have made a transaction at least once with 96 respondents. Furthermore, the data analysis technique used multiple linear regression. The data were primary. The instrument in the data collection technique was a questionnaire. The questionnaires were distributed with Google Forms. The result shows that product variation has a positive and significant effect on the consumers’ purchasing decision. It happens when the icons and symbols in the Gojek application are considered clear and easy to recognize, so they ease the users to access the services The payment system has a positive and significant effect on the consumers’ purchasing decision because the non cash payment method such as GoPay is more practical and efficient. Therefore, it allows faster transactions without the need to prepare cash or change. Promotion has a positive and significant effect on the purchasing decision because Gojek consistently gives promotion of notifications to the customers such as a discount, cashback, or other offers which contributes to increasing user attraction and loyalty.