ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN DALAM MEMILIH GRAB-CAR DI SURABAYA

Abstract

The purpose of this research is to analyze and to find out the influence of price, promotion, service quality
and perception of expediency to the customer decision in selecting Grab-Car in Surabaya.The population
is all customers in Surabaya who have ever used the Grab-Car transportation and the numbers of samples
are 100 respondents. The selection of samples has been done by using non-probability sampling. The
analysis technique has been done by using multiple linear regression analysis technique.The result of the
research shows that the F test indicates significant result so it can be stated that the proposed models are
feasible. Based on the result of the t test, it has been found that partially price, promotion, service quality
and perception of benefits give significant influence to the purchasing decisions. It has been found from
the result of partial determination coefficient test that price is the variable which has the highest
contribution, so price is the variable which give dominant influence to the purchasing decision of the
customer in selecting Grab-Car in Surabaya.
Keywords: price, promotion, service quality, perception of expediency and purchasing decision