| dc.description.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. | en_US |
