| dc.description.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. | en_US |
