The Impact of Advertising and Prices to the Interest of Gojek Online Transportation at Bekasi

Abstract

This study aims to determine and analyze the effect of advertising and price attractiveness on customer interest in online motorcycle taxi transportation services. Research in this thesis using quantitative methods. The variables linked in this study are Advertising and Price Attractiveness (X) and Purchase Intention (Y). The data sources used consisted of primary data, namely data obtained directly from research respondents via questionnaires, observation. The population in this study were consumers who use gojek transportation services in Bekasi, totaling 30 people. Sampling used the entire population, amounting to 100 people. Methods of data analysis using correlation techniques with the product moment peorson formula, cromback alpha, and multiple linear regression with the help of the SPSS program. The results showed that advertising attractiveness and price as independent variables had a direct positive effect on customer interest as the dependent variable, indicated by the regression values ​​of 0.369 and 0.548. Thus, the increase in interest is influenced by advertising and price attractiveness of 37% and 54%.