Research Article
The Effect of Innovation, Promotion and Service Gojek on Purchasing Decisions
@INPROCEEDINGS{10.4108/eai.5-10-2022.2325862, author={Alga Trio Razaq and Rahmat Hidayat}, title={The Effect of Innovation, Promotion and Service Gojek on Purchasing Decisions}, proceedings={Proceedings of the 4th International Conference on Applied Economics and Social Science, ICAESS 2022, 5 October 2022, Batam, Riau Islands, Indonesia}, publisher={EAI}, proceedings_a={ICAESS}, year={2023}, month={1}, keywords={innovation promotion service purchasing decision}, doi={10.4108/eai.5-10-2022.2325862} }- Alga Trio Razaq
Rahmat Hidayat
Year: 2023
The Effect of Innovation, Promotion and Service Gojek on Purchasing Decisions
ICAESS
EAI
DOI: 10.4108/eai.5-10-2022.2325862
Abstract
This study aims to find out whether factors from Innovation, Promotion, and Services affect the Purchasing Decisions of Gojek users in Batam City. The Non Probability Sampling – Purposive Sampling technique was used for sampling in this study. The number of samples was determined using the Lemeshow Formula, which was 100 respondents. The data in this study were analyzed using Multiple Linear Regression Analysis. This research model is supported by determinant coefficients, t-test and F test. Results in the study show that innovation variables do not have a significant effect on purchasing decisions while promotion and service variables have a significant effect on purchasing decisions and simultaneously innovation, promotion, and service influence purchasing decisions. Furthermore, the hypothesis in this study is supported statistically.
