PENGARUH CITRA MEREK, IKLAN, DAN INOVASI LAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI GO-FOOD DI KOTA MAKASSAR

Abstract

Vincent Aditya Putra Suciadi. 2021. The Effect of Brand Image, Advertising, and Service Innovation on Purchasing Decisions on the GO-FOOD Application in Makassar City, supervised by Ahmad Firman and Muhammad Hidayat. This study aims to analyze (1) the effect partially and simultaneously between the variables of brand image, advertising, and service innovation toward purchasing decisions on the GoFood application in Makassar City (2) the most dominant variable affects the purchasing decisions on the GoFood application in Makassar City. The study method used is a descriptive quantitative approach that conducted in January-February 2021. The data used are primary data and secondary data derived from questionnaires, observations, and literature studies. The population in this study were users of the GoFood application in Makassar City with a total sample of 112 people with a non-probability sampling technique using purposive sampling. The data analysis technique used is multiple linear regression analysis, hypothesis testing with the t test and F test, and the coefficient of determination (R2). The results show that (1) partially the brand image and service innovation variables have a significant effect on purchasing decisions on the GoFood application in Makassar City. However, the advertising variable partially does not have a significant effect on purchasing decisions on the GoFood application in Makassar City (2) based on the simultaneous hypothesis testing (F test) shows that the variables of brand image, advertising, and service innovation have a positive and significant effect on purchasing decisions on the GoFood application in Makassar City (3) this study also shows that the service innovation variable is the most dominant variable affecting the purchasing decision process for GoFood application users in Makassar City.