THE RELATIONSHIP BETWEEN SERVICE QUALITY AND PRICE PERCEPTION WITH GO-JEK SERVICE-USED DECISION OF COMMERCE EDUCATION STUDENTS STUDY PROGRAM IN STATE UNIVERSITY OF JAKARTA

Anwar, Khairul (2017) THE RELATIONSHIP BETWEEN SERVICE QUALITY AND PRICE PERCEPTION WITH GO-JEK SERVICE-USED DECISION OF COMMERCE EDUCATION STUDENTS STUDY PROGRAM IN STATE UNIVERSITY OF JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

KHAIRUL ANWAR, The Relationship Between Service Quality and Price Perception with GO-JEK Service-Used Decision of Commerce Education Students Study Program in State University of Jakarta: Commerce Education Study Program, Faculty of Economics, State University of Jakarta, 2017. The study conducted in State University of Jakarta, from March 2017 until June 2017. The study aimed to find out whether there is a relationship between the service quality with the purchase decision and the relationship between price perception with purchase decision of GO-JEK service-used in Commerce Education Students Study Program in State University of Jakarta. The method of the study was survey with correlational approach. The population of the study was 171 students of Tata Niaga Education who have used the service of GO-JEK for two times or more and found the advantages and disadvantages of GO-JEK services. The writer used purposive sampling as the sampling technique method of 108 people. The regression equation produced was X with Y is Ŷ = 30,27 + 0,622 X1. Test requirement analysis that is Normality Test The error of regression estimation of Y over X1 with Lilliefors test yield Lcount = 0,61, while Ltabel for n = 108 at significant level 0.05 is 0.085 because Lcount <Ltable the estimated error of Y over X1 is normally distributed. Linierity Test Regression yield Fcount <Ftabel is 1.26 <1.58 which can be concluded that the regression equation is linear. Test of significance Regression yield Fcount> Ftable that is 63,51> 3,93 so concluded that regression equation is significant. Pearson product moment correlation coefficient resulted rx1y = 0.612 then tested the significance of Correlation Coefficient by using t-test and generated tc = 7.97 and ttable = 1.66. Thus, it can be concluded that the correlation coefficient rx1y = 0.612 is positive and significant. Coefficient of determination obtained by 0.3747 which shows that 37.47% variable purchase decision is determined by the quality of service, while the rest are determined by product quality, brand image, and product feature. The regression equation produced is X² with Y is Ŷ = 39,54 + 0,552 X2 Test requirement analysis that is Normality Test The error of regression estimation of Y over X1 with Lilliefors test yield Lcount = 0,77, while Ltabel for n = 108 at significant level 0.05 is 0.085 because Lcount <Ltable then the estimated error of Y over X2 is normally distributed. Linearity Test Regression yield F count <Ftable is 1.37 <1.58 so it is concluded that the regression equation is linear. Test of significance Regression yield Fcount> Ftable is 43,07> 3,93 so it is concluded that regression equation is significant. Pearson product moment correlation coefficient resulted rx2y = 0.537 then tested the significance of correlation coefficient by using t-test and generated tcount = 6,56 and ttable = 1,66. Thus, it can be concluded that the correlation coefficient rx1y = 0.537 is positive and significant. Coefficient of determination obtained by 0.2889 which shows that 28.89% variable purchase decision is determined by price perception, and the others are affected by advertising campaign, brand image, and trust.

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