ANALISIS KEPUTUSAN PEMBELIAN HANDPHONE PADA KELOMPOK KONSUMEN DRIVER OJEK ONLINE
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Institusion
Universitas Pembangunan Nasional Veteran Jakarta
Author
Rezza Dwi Santoso, .
Subject
HB Economic Theory
Datestamp
2021-08-26 09:59:44
Abstract :
This study discusses the decision to purchase mobile phones on online motorcycle taxi driver consumer groups. This research is a quantitative study that aims to study the effect of promotion, product attributes and prices on cell phone purchasing decisions on online motorcycle taxi driver groups. The population of this study is mobile users in the online motorcycle taxi drivers in the Greater Jakarta area. The number of samples taken was 100 respondents with non-probability sampling method with the type of purposive sampling. Data collection is done through questionnaire collection. The data analysis technique used is descriptive analysis and inferential analysis, using the Partial Least Square (PLS) tool. The results of this study indicate that promotion variables, product attributes and prices are significant for purchasing decisions. Keywords: Handphone, Promotion, Product Attributes, Price and Purchasing Decisions
This study discusses the decision to purchase mobile phones on online motorcycle taxi driver consumer groups. This research is a quantitative study that aims to study the effect of promotion, product attributes and prices on cell phone purchasing decisions on online motorcycle taxi driver groups. The population of this study is mobile users in the online motorcycle taxi drivers in the Greater Jakarta area. The number of samples taken was 100 respondents with non-probability sampling method with the type of purposive sampling. Data collection is done through questionnaire collection. The data analysis technique used is descriptive analysis and inferential analysis, using the Partial Least Square (PLS) tool. The results of this study indicate that promotion variables, product attributes and prices are significant for purchasing decisions. Keywords: Handphone, Promotion, Product Attributes, Price and Purchasing Decisions
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