HUBUNGAN ANTARA PROMOSI DAN SERVICE QUALITY DENGAN KEPUTUSAN PEMBELIAN JASA GO-JEK PADA MAHASISWA DI UNIVERSITAS NEGERI JAKARTA

Surur, Surur (2016) HUBUNGAN ANTARA PROMOSI DAN SERVICE QUALITY DENGAN KEPUTUSAN PEMBELIAN JASA GO-JEK PADA MAHASISWA DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

SURUR. THE CORRELATION BETWEEN PROMOTION AND SERVICE QUALITY WITH PURCHASE DECISION ON GO-JEK SERVICE AMONG STUDENTS OF UNIVERSITAS NEGERI JAKARTA. Skripsi, Jakarta: Study Program of Commerce Education, Faculty of Economics, Universitas Negeri Jakarta, May 2016. The research was conducted at Universitas Negeri Jakarta, East Jakarta, for six months from November 2015 until April 2016. The research method used is survey method with the correlational approach. Population in this research is students of Universitas Negeri Jakarta. The technique which is used in gathering the sample wa purposive sampling about 77 respondents. To capture data from these three variables are used questionnaire Likert Scale models for Promotion (X1 Variable), Service Quality (X2 Variable) and Purchase Decision of GO-JEK Service (Y Variable). Before the instrument is used tested the validity for variable X and Y. For variable X1, from 20 statements there are 15 points that valid, for variable X2, from 20 statements there are 19 points that valid., and for variable Y, from 20 statements there are 16 points that valid. Reliability calculation of both variables using Cronbach Alpha formula. The results of the 0,896 and the results of the X1 variable reliability are 0,754, the results of the X2 variable reliability are 0,753 and the results of the Y variable reliability are 0,760. Results prove that the instrument is reliable. The resulting regression equationis Ŷ = 19,746 + 0,235X1 + 0,403X2. From test significance regression produces Fcount > Ftable, which is 22,872 > 3,12, the meaning is the regression equationis significant. Then performed the test significance correlation coefficient using the t test and the resulting tcount X1-Y = 2,117 and ttable = 1,65, tcount X2-Y = 4,518 and ttable = 1,65. Correlation coefficient of Pearson Product Moment generating rxy = 0,618.It can be concluded that the correlation coefficient rxy= 0,618 is significant. The coefficient of determination obtained for 36,5% which shows that 36,5% of the variation of purchase decision determined by promotion and service quality.

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