Pengaruh Ease Of Use, Service Quality, dan Price terhadap Keputusan Pembelian di Aplikasi Goseh Melalui Fitur Goman sebagai Startup Baru di Tanah Karo

Abstract

In the current era of digitalization, various needs can be met online through applications, such as online service applications that offer online food delivery services. One of them is Goseh as a new startup in Tanah Karo. Consumer decisions in buying and choosing a brand are inseparable from various factors such as ease of use, service quality, and price. Goseh needs to pay attention to these three factors to be able to compete with its competitors such as applications that offer similar services, or other marketing media platforms such as Facebook and Instagram which are now widely used as marketing media for everyday food and beverage products by MSMEs. This research istendeb how the influence of ease of use, service quality, and price on purchasing decisions in the Goseh application through the GoMan feature as a new startup in Tanah Karo. The influence of ease of use, service quality, and price will be analyzed partially and simultaneously on purchasing decisions. The form of research that was used in this research is quantitative form with an associative approach. The samples in this research were taken with a purposive sampling technique and used 100 respondents as the sample. The primary data used in this research were acquired by interviewing and distributing a questionnaire directly and google forms, whereas the secondary data were obtained through literature studies. The methods of data analysis that were used are validity test, reliability test, classic assumption test, multiple linear regression analysis, and hypothesis test. The results of this research shows that the variables ease of use, service quality, and price have a positive and significant effect both partially and simultaneously on purchasing decisions in the Goseh application through the GoMan feature. The test of coefficient of determination shows that there is a quite close relationship between the ease of use, service quality, and price on purchasing decisions with the value of R equal 0.764. Through the adjusted R square value, it is also known that the variables of ease of use, service quality, and price contribute 57.0% to the purchasing decision variable while the remaining 43.0% is influenced by other variables not mentioned in this research.