PENGARUH PERSEPSI HARGA DAN DIFERENSIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KOTA PALEMBANG DENGAN VARIABEL MEDIASI GO-PAY PADA BISNIS STARTUP GO-JEK

Sari, Wentisia Permata (2017) PENGARUH PERSEPSI HARGA DAN DIFERENSIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KOTA PALEMBANG DENGAN VARIABEL MEDIASI GO-PAY PADA BISNIS STARTUP GO-JEK. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aimed to analyze the influence of price perceptions and product differentiation on purchasing decisions with gopay mediation variables on startup business of GO-JEK. The population in this study are all consumers who have used the services of GO-JEK and use the GO-PAY facility. The sample used is 100 respondents by using purposive sampling method. Data analysis techniques used in this study are descriptive analysis, validity test, reliability test, classical assumption test, R 2 determination coefficient, t test, F test, simple linear regression, multiple linear regression, and path analysis. The results of this study prove that there is a positive and significant influence between the variable of price perception and product differentiation to the purchase decision variable. In addition, the results of this study also proved that there is a positive and significant influence between GO-PAY variables on price perception variables and proved that gopay variables mediate the relationship between independent variables ie price perceptions and product differentiation to the dependent variable ie purchase decision. Keywords: startup, price perception, product differentiation, GO-PAY, and purchase decision.

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