Pengaruh Kualitas Pelayanan dan Harga Terhadap Keputusan Konsumen Menggunakan Jasa Go-Ride (Studi Perilaku Konsumen Go-Jek Khusus Layanan Go-Ride di Universitas Sumatera Utara)

Abstract

The higher business competition makes the businessman should be able to see and take advantage of market opportunities. This study discusses The Effect of Service Quality and Price on Consumer Purchase Decision of Go-Ride (Study Consumer Purchase Decision of Go-Jek Ekspecially Go-Ride Service in University of Sumatera Utara). The research method used assosiative research with quantitative approach. The sample in this study were 100 respondents. Data collection techniques are research consisted of questionnaires and literature study. Analysis of the data used is the test instrument (validity and reablitias), as well as methods of data analysis consisted of testing the classical assumption of normality test, multicolinearity, heterocedasticity test, test multiple regression analysis, hypothesis testing which consists of T test, F test and determinant coefficient (R2 ). The analysis data technique used multiple linier regression analysis. Data has been processed by using SPSS Software statistic 21.00 for windows, so the regression is:

Y= a+b1X1+b2X2 Y= 14.668 + 1,011 X1 + 1,407X2

The value of adjusted R square obtained 0,927 which means 92,7% customer purchasing decision can be explained by independent variable, mean while the remaining 7,3% can be explained by another variable that not included in this research. Results of the study showed that quality of service and price simultaneously affect positive and significant influence on the purchase decision Go-Ride in University of Sumatera Utara. Quality of service and price partially affect the purchase decision.