Pengaruh Daya Tarik Promosi, Persepsi Harga, Brand Image Terhadap Keputusan Menggunakan Go Food (Studi Kasus Pada Mahasiswa Universitas Islam Malang)

Abstract

Abstract

 

This study aims to determine the effect of promotional attractiveness, price perception, and brand image on the decision to use Go Food (a case study of students from the Islamic University of Malang). This research belongs to the type of explanatory research with a quantitative approach, which was conducted to examine the effect between variables. The population of this research is students of the Islamic University of Malang with a total sample of 96 samples of students of the Islamic University of Malang who are still active, and have used the Go Food application at least 2 times. The sampling technique in this study is non-probability sampling with the snowball sampling method. Data analysis in this study consisted of instrument testing, classical assumption test, multiple linear regression analysis, hypothesis testing and coefficient of determination test. The results of this study state that partially (t) that promotional attractiveness and brand image have a significant effect on the decision to use, and price perception has no significant effect on the decision to use Go Food. Simultaneously (F) the decision to use Go Food has a simultaneous effect on promotional attractiveness, price perception, and brand image

 

Keywords: promotional attractiveness, price perception, brand image, decision to use