Pengaruh Harga, Kemudahan, Kualitas Pelayanan, dan Kepercayaan terhadap Keputusan Pengguna Jasa Gojek Di Kota Malang (Studi Pada Mahasiswa Kota Malang)

Abstract

Abstract

This study seeks to ascertain the impact of price, convenience, service quality, and trust on Gojek usage decisions among students in Malang. This study employs purposive sampling with 100 respondents, with data collected through a questionnaire survey. The data obtained were then analyzed using multiple linear regression analysis to determine the influence of the variables of price, convenience, service quality, and trust on the decision to use Gojek. This study utilizes purposive sampling including 100 respondents, with data gathered using a questionnaire survey. The collected data were subsequently examined by multiple linear regression to ascertain the impact of price, convenience, service quality, and trust on the decision to utilize Gojek. This study's results demonstrate that price, convenience, service quality, and trust positively influence usage decisions. Specifically Price significantly positively affects usage decisions, service quality significantly positively affects usage decisions, and trust positively influences usage decisions; nevertheless, convenience does not affect usage decisions.

Keywords: Price, Easiness, Service Quality, Trust, Usage Decission