FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN    DALAM MEMILIH MENGGUNAKAN JASA TRANSPORTASI ONLINE    PADA MAHASISWA STIE INDONESIA BANJARMASIN

Suardy .; RR. Siti Munawaroh; Jessica Chandra

FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN DALAM MEMILIH MENGGUNAKAN JASA TRANSPORTASI ONLINE PADA MAHASISWA STIE INDONESIA BANJARMASIN

Suardy ., RR. Siti Munawaroh, Jessica Chandra

Abstract

This study aims to examine the hypothesis of an independent variable
consis-ting of psychological, social, price and convenience whether it has a
significant effect on the dependent variable namely the decision of consumers in
choosing to use the go-to service, both simultaneously and partially. This study
used a sample of 80 respondents from STIE Indonesia Banjarmasin students who
used Go-jek at least once. The sam-pling technique uses accidental sampling
method. The data obtained were then analyzed using multiple regression analysis
techniques with the help of SPSS version 23 soft-ware. The results of this study
indicate that simultaneously independent variables con-sisting of psychological,
social, price and convenience have a significant effect on the dependent variable,
namely the decision of consumers in choosing to use Go-jek ser-vices. While
partially, it is shown that only psychological variables and comfort have a
significant effect on consumer decisions in choosing to use Go-jek services. For
social variables and prices do not have a significant effect on consumer decisions
in choosing to use Go-jek services.

Keywords

psychological, social, price, convenience, consumer decision

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