Pengaruh Harga, Kualitas Pelayanan, Dan Citra Merek Terhadap Keputusan Pembelian Konsumen Dalam Memilih Ojek Online
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study aims to examine and analyze the Effect of Price, Quality of Service, and Brand Image on Consumer Decisions in choosing an online motorcycle taxi. The research design used by researchers is the kalausal design to determine between variables, both independent variables and dependent variables. The sampling technique in this study uses purposive sampling technique. Respondents in this study were 100 respondents using SPSS. The sampling method uses Purposive Sampling. The method of data collection uses a survey method with research instruments through a questionnaire. The results of research that have been obtained after testing the Hypothesis Test Model show that Price and Brand Image have a positive and significant effect on the decision in choosing an online motorcycle taxi. While the Quality of Service does not significantly influence Consumer Decisions in choosing an online motorcycle taxi.
DOI: 10.46975/dtyqmc11
Authors: Yuliana Sari, Esti Handayani, Muhammad Asari
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4413994954