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Abstract
This research aims to determine the influence of service quality and promotions on consumer decisions in using Gojek online transportation services among students at Universitas HKBP Nommensen, Medan, both partially and simultaneously. The type of research used in this research is a quantitative approach. The population in this study were all active students at Universitas HKBP Nommensen in Medan who had used the Gojek online transportation service, the exact number of which is unknown. So, using the Lemeshow formula, a sample size of 96 respondents was obtained, taken randomly to represent each faculty. Data was obtained through distributing questionnaires. The test results show that service quality has a positive and significant effect on consumer decisions, this is shown in the calculated t value of 2.966 > t table 1.98580 and a significant value of 0.004 < 0.05 . The promotion has a positive and significant effect on consumer decisions in using Gojek online transportation services, as evidenced by the calculated t value of 5.845 > t table 1.98580 and a significant value of 0.00 0 < 0.05 . Simultaneously, it was found that the quality of service and promotions had a positive and significant effect on consumer decisions using Gojek online transportation services, this was proven by the calculated F value of 78,823 ≥ F table = 3.094 and the significant value obtained was 0.000 < 0.05 . The determinant coefficient (R2) was obtained at 0.629, which means that the Consumer Decision variable can be explained by Service Quality and Promotions at 62.9% while the remaining 37.1% is explained by other variables outside Service Quality and Promotions such as Price and company reputation.
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References
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References
Alma, Buchari, (2018). Marketing Management & Services Marketing Management, Revised Edition, Alfabeta, Bandung.
David, Denny, (2013). " Promotion and Service Quality Influence on Consumer Decisions to Use Financing Services at PT. BESS Finance Manado ", Volume 1 Number 4, pp. 51-59, EMBA Journal, Manado.
Duli, Nikolaus, (2019). Quantitative Research Methodology: Some Basic Concepts for Thesis Writing & Data Analysis Using SPSS, Deepublish, Yogyakarta.
Hamid, Rahmad Solling, et al, (2023). Marketing Management Science: A Practical Approach with Various Theories, Sonpedia Publishing Indonesia, Jambi.
Jusdienar, Akka Latifah, et al, (2024). Textbook of Economic Statistics: Sonpedia Publishing Indonesia, Jambi.
Nugroho, Bernardus Y, Ferdinand D Saragih and Elmanto Eko, (2011). Quantitative Methods for Decision Making Approaches for Social & Political Sciences, 2nd Edition, Salemba Humanika, Depok.
Pradana, Dedhy, (2017). " The Influence of Product Quality Price and Brand Image on Motorcycle Purchasing Decisions ", Volume 14 Number 1, pp. 16-21, KINERJA, Samarinda
Purba, Humiras Hardi and Siti Aisyah, (2017). Quality Improvement and Lean Six Sigma Improve Product Quality and Company Performance, Expert, Jakarta.
Sari, Mila Diana, (2019). Consumer Behavior , Uwais Inspirasi Indonesia, East Java.
Supranto, J, (2011). Measuring Customer Satisfaction Levels to Increase Market Share, Rineka Cipta, Jakarta.
Sutisna, (2012). Consumer Behavior and Marketing Communications, Second Edition, Rosdakarya Youth, Bandung.
Syaekhu, Ahmad and Suprianto, (2021). Decision Making Theory, Zahir Publishing, Yogyakarta
Tresiya, Dhita, Djunaidi and Heri Subagyo, (2018) " The Influence of Service Quality and Comfort on Consumer Decisions at the GOJEK Online Motorcycle Taxi Service Company in Kediri City ", Volume 1 Number 2, JIMEK, Kediri
Wibowo, Herianto Ari, (2017). Consumer Services, Parama Publishing, Jakarta.
Wijaya, Tony, (2019). Service Quality Management, PT Index, West Jakarta.