PENGARUH PROMOSI DAN PERSEPSI HARGA TERHADAP MINAT BELI ULANG JASA TRANSPORTASI ONLINE GRAB
DOI:
https://doi.org/10.25134/digibe.v1i1.9Keywords:
promosi; persepsi harga; minat beli ulangAbstract
Penelitian ini dilakukan pada pengguna jasa transportasi online Grab di Kecamatan Kuningan. Tujuan penelitian ini adalah untuk mengetahui bagaimana pola pengaruh variabel Promosi dan variabel Persepsi Harga terhadap Minat Beli Ulang jasa transportasi online Grab. Populasi dalam penelitian ini sebanyak 108 responden, teknik pengambilan sampel menggunakan purposive sampling, metode pengumpulan data menggunakan kuesioner Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif untuk menggambarkan karakteristik sampel dan persepsi responden serta metode verifikatif untuk menguji dampak promosi dan persepsi harga terhadap minat beli ulang. Adapun teknik analisis data yang dilakukan didasarkan pada model regresi linear berganda. Di dalam model tersebut digunakan dus statistik uji, yaitu uji F untuk pengujian hipotesis secara serentak, dan uji t untuk menguji hipotesis secara individual. Hasil pengujian menyatakan: (1) Variabel Promosi berpengaruh positif dan signifikan terhadap Minat Beli Ulang. (2) Variabel Persepsi Harga berpengaruh positif dan signifikan terhadap Minat Beli Ulang. (3) Promosi dan Persepsi Harga secara simultan berpengaruh dan signifikan terhadap Minat Beli Ulang.
Kata kunci: promosi; persepsi harga; minat beli ulang
Abstract
This research was conducted on users of the Grab online transportation service in Kuningan District. The aim of this research is to find out the influence pattern of Promotion variables and Price Perception variables on Repurchase Interest in Grab online transportation services. The population in this study was 108 respondents, the sampling technique used purposive sampling, the data collection method used a questionnaire. This research uses a quantitative approach with descriptive methods to describe sample characteristics and respondents' perceptions as well as verification methods to test the impact of promotions and price perceptions on repurchase interest. The data analysis technique used is based on a multiple linear regression model. In this model, test statistics are used, namely the F test for testing hypotheses simultaneously, and the t test for testing hypotheses individually. The test results state: (1) Promotion variables have a positive and significant effect on repurchase interest. (2) The Price Perception variable has a positive and significant effect on Repurchase Intention. (3) Promotion and Price Perception simultaneously and significantly influence Repurchase Intention.
Keywords: promotion;, price perception; repurchase interest.
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