PENGARUH HARGA, CITRA MEREK DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PENGGUNAAN JASA GRAB DI KOTA PALEMBANG (STUDI KASUS PADA MAHASISWA PRODI MANAJEMEN ANGKATAN 2022 UNIVERSITAS TRIDINANTI)

WIJAYA, MUHAMMAD ZULKARNAIN (2026) PENGARUH HARGA, CITRA MEREK DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PENGGUNAAN JASA GRAB DI KOTA PALEMBANG (STUDI KASUS PADA MAHASISWA PRODI MANAJEMEN ANGKATAN 2022 UNIVERSITAS TRIDINANTI). S-1 thesis, 021008 Universitas Tridinanti.

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Abstract

ABSTRAK Muhammad Zulkarnain Wijaya, Pengaruh Harga, Citra merek dan Kualitas Layanan Terhadap Keputusan Penggunaan Jasa Grab Di Kota Palembang (Studi Kasus Pada Mahasiswa Prodi Manajemen Angkatan 2022 Universitas Tridinanti) (Dibawah bimbingan Bapak Dr. Djatmiko Noviantoro, S.E., M,Si dan Ibu Liliana, S.E., M.Si) Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh harga, citra merek, dan kualitas layanan terhadap keputusan penggunaan jasa Grab pada Mahasiswa Program Studi Manajemen Angkatan 2022 Universitas Tridinanti Palembang. Metode penelitian yang digunakan adalah metode kuantitatif. Populasi dalam penelitian ini adalah mahasiswa Program Studi Manajemen Angkatan 2022 Universitas Tridinanti Palembang yang berjumlah 205 mahasiswa. Dalam Penelitian ini sampel sebanyak 67 responden. Teknik pengumpulan data dilakukan melalui metode survei, di mana data primer dikumpulkan melalui penyebaran kuesioner. Analisis data menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji koefisien determinasi (R²), uji t (parsial), dan uji F (simultan) dengan bantuan program SPSS versi 26. Hasil penelitian menunjukkan bahwa secara simultan harga, citra merek, dan kualitas layanan berpengaruh signifikan terhadap keputusan penggunaan jasa Grab dengan nilai F hitung sebesar 117.286 dan nilai signifikansi sebesar 0,000 < 0,05. Secara parsial, variabel harga berpengaruh signifikan terhadap keputusan penggunaan jasa Grab dengan nilai t hitung sebesar 4.703 dengan signifikansi 0,000. Variabel citra merek juga berpengaruh signifikan terhadap keputusan penggunaan jasa Grab dengan nilai t hitung sebesar 9.732 dengan signifikansi sebesar 0,000. Variabel kualitas layanan juga berpengaruh signifikan terhadap keputusan penggunaan jasa Grab dengan nilai t hitung sebesar 3.698 dengan signifikansi 0,000. Kata Kunci: Harga, Citra Merek, Kualitas Layanan, Keputusan Penggunaan, Grab. xiii ABSTRACT Muhammad Zulkarnain Wijaya, The Influence of Price, Brand Image, and Service Quality on the Decision to Use Grab Services in Palembang City (Case Study on Management Program Students Class of 2022 at Tridinanti University) (Under the guidance of Mr. Dr. Djatmiko Noviantoro, S.E., M,Si and Mrs. Liliana, S.E., M.Si) This study aims to understand and analyze the influence of price, brand image, and service quality on the decision to use Grab services among Management Study Program students of the 2022 class at Tridinanti University Palembang. The research method used is quantitative. The population in this study is 205 students from the Management Study Program, class of 2022 at Tridinanti University Palembang. In this study, the sample consisted of 67 respondents. Data collection was carried out through a survey method, where primary data was gathered by distributing questionnaires. Data analysis involved validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, coefficient of determination test (R²), t-test (partial), and F-test (simultaneous) with the help of SPSS version 26. The research results show that, simultaneously, price, brand image, and service quality significantly affect the decision to use Grab services, with an F-value of 117.286 and a significance value of 0.000 < 0.05. Partially, the price variable significantly affects the decision to use Grab services with a t-value of 4.703 and a significance of 0.000. The brand image variable also significantly affects the decision to use Grab services with a t-value of 9.732 and a significance of 0.000. The service quality variable also significantly affects the decision to use Grab services with a t-value of 3.698 and a significance of 0.000. Keywords: Price, Brand Image, Service Quality, Usage Decisions, Grab.

Item Type: Thesis (S-1)
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Tn MUHAMMAD ZULKARNAIN WIJAYA
Date Deposited: 29 Jul 2026 01:57
Last Modified: 29 Jul 2026 01:57
URI: http://repository.univ-tridinanti.ac.id/id/eprint/11103

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