Pengaruh Kualitas Pelayanan Terhadap Keputusan Pembelian Jasa Gojek pada Mahasiswa Fakultas Ilmu Sosial Politik

Abstract

This study aims to determine the effect of service quality on purchasing decisions Gojek services on students. This research uses quantitative methods that will be tested in a persistent and simultaneous manner against purchasing decisions. Based on age category, more users than age 21-24 years with a proportion of 53.75%. Based on the Student Semester category in this study the majority of respondents with semester V-VIII with a proportion of 68.75%. Descriptive analysis results can be seen dimensions of reliability, responsiveness, assurance, empathy, and direct evidence that has an average score that is included in the good category (B) means that PT. Gojek has a special attraction that is able to make consumers confident using these services. The highest average score is the reliability dimension with a score of 4.14. Based on the results of the regression analysis of service quality on purchasing decisions. This is seen from the results of the hypothesis test (t test), namely 7.287> 1.990, Ho is rejected and Ha is accepted. Based on the results of the coefficient of determination, the amount of Adjust R Square (R ^ 2) is 0.405. From the results of the hypothesis test, that the t value of the variable Service Quality was 7.287 and the significance value was 0.000. The significance value is smaller than 0.05 and the calculated t value is greater than 1.990 then Ha is accepted, which means the service quality variable influences the purchasing decision.