Pengaruh Harga, Promosi Dan Kualitas Pelayanan Terhadap Keputusan Menggunakan Gojek Pada Mahasiswa Unisma Di Kota Malang

Abstract

Abstract

This study was conducted to examine the effect of price, promotion and service quality to decision in using application Gojek on Students of University of Islam Malang. The researcher applied the quatitaive research through discovery method. The population of the study was students of University of Islam Malang, and the number of sampel was 96 respondents which was choosen using slovin formula by sampling purpose technique.

To analyze the data, the researcher used multiple linear regression. The results are price, promotion, and service quality effect positively and significantly to decision in using Gojek. The dominant testing was obtained that variable of promotion is the most dominant variable in creating decision to use gojek on Students of University of Islam Malang.

Keywords: Price, Promotion, Service Quality