Pengaruh Promosi, Persepsi Harga dan Perilaku Konsumen terhadap Keputusan Pembelian Layanan Gofood di Kota Langsa
DOI:
https://doi.org/10.61132/jumaket.v3i3.1569Keywords:
Consumer Behavior, GoFood, Price Perception, Promotion, Purchase DecisionAbstract
This study aims to examine the effect of promotion, price perception, and consumer behavior on purchasing decisions for GoFood services in Langsa City. This study employed a quantitative method with GoFood users in Langsa City as the population. The sampling technique used was purposive sampling, involving 96 respondents. The data were processed using SPSS 25. The data analysis methods included classical assumption tests, multiple linear regression analysis, and hypothesis testing. The results of the regression analysis produced the equation Y = 3.299 − 0.314X1 − 0.005X2 + 0.586X3. The t-test results showed that promotion had a significant effect on purchasing decisions, with a significance value of 0.001 < 0.05. Price perception had no significant effect on purchasing decisions, with a significance value of 0.938 > 0.05. Meanwhile, consumer behavior had a significant effect on purchasing decisions, with a significance value of 0.000 < 0.05. Furthermore, the F-test results showed that promotion, price perception, and consumer behavior simultaneously had a significant effect on purchasing decisions, with a significance value of 0.000 < 0.05. The coefficient of determination indicated that promotion, price perception, and consumer behavior explained 26.7% of the variation in purchasing decisions for GoFood services in Langsa City, while the remaining 73.3% was explained by other variables outside the scope of this study.
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