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

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.