PENGARUH STRATEGI PEMASARAN TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN OVO DAN GO PAY DI KECAMATAN JEBRES KOTA SURAKARTA

Octavian Endra Krisna Wijaya, Astrid Widayani

Abstract


In this study the authors have a goal to determine the influence of product, price, place, and promotion on customer decisions using OVO and Gopay in Jebres Sub District of Surakarta either partially or simultaneously. Hypothesis in this research are: Suspected influence of product, price, place, and promotion have effect on customer decisions using OVO and Gopay in Jebres Sub District of Surakarta either partially or simultaneously. The data needed in this study is the primary data obtained by questionnaire method from the sample of 100 respondents. Data analysis used in this research is multiple linear regression test, t test, F test and coefficient of determination test. The results of data analysis in this study can be concluded that influence of product, price, place, and promotion have signficant effect on customer decisions using OVO and Gopay in Jebres Sub District of Surakarta either partially or simultaneously.

Keywords


Product, Price, Place, Promotion and Customer Decisions

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