PENGARUH WORD OF MOUTH, LOKASI, KUALITAS PELAYANAN, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMAKAIAN JASA (Studi Pada Konsumen JNE Bandar Lampung)

Happy Rahmawati, 1316051039 (2017) PENGARUH WORD OF MOUTH, LOKASI, KUALITAS PELAYANAN, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMAKAIAN JASA (Studi Pada Konsumen JNE Bandar Lampung). Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Lampung.

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Abstrak

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh variabel word of mouth, lokasi, kualitas pelayanan, dan persepsi harga terhadap keputusan pemakaian jasa yang dilakukan oleh konsumen JNE Bandar Lampung baik secara parsial maupun simultan. Adapun populasi pada penelitian ini yaitu konsumen JNE Bandar Lampung dengan jumlah sampel 100 orang responden. Penelitian dilaksanakan di lima JNE perwakilan yang ada di Bandar Lampung, yaitu: JNE cabang utama dan perwakilan Imam Bonjol, JNE perwakilan Tamin, Diponogoro, Gadjah Mada, dan Teuku Umar. Berdasarkan hasil penelitian secara parsial, didapatkan hasil dari variabel word of mouth, variabel lokasi, variabel kualitas pelayanan, dan variabel persepsi harga berpengaruh signifikan terhadap keputusan pemakaian jasa. Secara simultan, diperoleh nilai f_( hitung) sebesar 12,133 > f_tabel sebesar 2,47 sehingga dapat disimpulkan bahwa f_( hitung) > f_tabel, yang artinya ada pengaruh signifikan secara simultan antara variabel word of mouth (X1), lokasi (X2), kualitas pelayanan (X3), dan persepsi harga (X4) terhadap keputusan pemakaian jasa yang dilakukan oleh konsumen JNE Bandar Lampung. Kata Kunci: Word Of Mouth, Lokasi, Kualitas Pelayanan, Dan Persepsi Harga, Keputusan Pemakaian Jasa. abstract This study aimed to determine the influence variable word of mouth, location, quality of service, and price perception on the decision to use services is done by consumers of services performed in JNE Bandar Lampung either partially or simultaneously. There are populations in this research are consumers in JNE Bandar Lampung with a sample of 100 respondents. The research was conducted in five JNE representation in Bandar Lampung, there are: JNE branches and representative Imam Bonjol, JNE representatives of Tamin, Diponogoro, Gadjah Mada. Based on the parcially test results, in getting result of variable the word of mouth, the variable of location, the variable quality of service, and price perception variables significantly influence the decision of the service user. Based on the simultaneously test results, the value f count 12.133 > f tabel of 2.46, so that it can be concluded that f count > f tabel which means that there is significant influence between the variables simultaneously word of mouth (X1), the location (X2), quality of service (X3), and the perception of price (X4) on the decision to use services by JNE consumers Bandar Lampung Keywords: Word Of Mouth, Location, Quality Service, Perceptions of Price, Decisions to Use of Services.

Tipe Karya Ilmiah: Skripsi
Subyek: H Ilmu Sosial = Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Program Studi: Fakultas ISIP > Prodi Administrasi Bisnis
Depositing User: 59721431 . Digilib
Date Deposited: 29 Apr 2017 06:04
Last Modified: 29 Apr 2017 06:04
URI: http://digilib.unila.ac.id/id/eprint/26533

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