Pengaruh Perceived Ease Of Use, Brand Image dan Harga terhadap Keputusan Pembelian (Studi pada Pengguna Transportasi Online Maxim di Kota Medan)

Abstract

Purchasing decisions are one of the important factors in marketing a service. The lack of consumer purchase interest in Maxim online transportation services makes Maxim less recognized by the people of Medan. Factors that can influence purchasing decisions such as Perceived Ease of Use, Brand Image, and price. Maxim's lack of understanding of the concept of purchase decisions and also the many competitors of online transportation on the market make consumers choose to use other online transportation services. This study aims to determine the influence of perceived ease of use, brand image, and price on purchasing decisions. The influence of perceived ease of use, brand image, and price will be partially and simultaneously analyzed on purchasing decisions on Maxim online transportation services in Medan. The form of research used is quantitative with an associative approach. The population in this study was people who used Maxim online transportation services in Medan City, with a sample of 96 respondents, with sampling techniques using purposive sampling. Primary data were obtained through the distribution of questionnaires directly and secondary data were obtained through literature studies. The analysis methods used are validity tests, reliability tests, classical assumption tests, multiple linear regression, partial tests, simultaneous tests, and determination tests and are processed through SPSS Software. The results of this study showed that Perceived Ease of Use did not have a significant effect on Purchasing Decisions, a calculated value of 1.281 < 1.986 with a sig value of 0.203 > 0.05 and a positive regression coefficient value of 0.092. Brand Image has a significant positive effect on purchasing decisions obtained a calculated value of 3.955 > 1.986 with a significance of 0.000 < 0.05 and a positive regression coefficient value of 0.412. The price also had a significant positive effect on the Purchase Decision obtained a calculated value of 2.860 > 1.986 with a significance level of 0.005 < 0.05 and a positive regression coefficient value of 0.274. In simultaneous testing, the variables Perceived Ease of Use, Brand Image, and Price had a simultaneous effect with an influence level of 46.8%, while the remaining 53.2% was influenced by factors outside this research model.