THE EFFECT OF E-SERVICE, PROMOTION, AND PRICE ON PURCHASE DECISIONS AMONG HALODOC APPLICATION USERS IN TEGAL ALUR VILLAGE

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh E-Service, Promosi, dan Harga terhadap Keputusan Pembelian pada aplikasi Halodoc di Kelurahan Tegal Alur. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling. Sampel penelitian berjumlah 100 responden yang merupakan pengguna aplikasi Halodoc dan berdomisili di Kelurahan Tegal Alur. Data dikumpulkan melalui kuesioner dengan skala Likert lima poin dan dianalisis menggunakan uji validitas, reliabilitas, uji asumsi klasik, korelasi, regresi linear berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa E-Service berpengaruh positif dan signifikan terhadap Keputusan Pembelian dengan koefisien regresi 0,333 dan nilai signifikansi 0,000. Promosi juga berpengaruh positif dan signifikan dengan koefisien regresi 0,345 dan nilai signifikansi 0,000. Sementara itu, Harga memiliki koefisien regresi 0,036, tetapi tidak berpengaruh signifikan dengan nilai signifikansi 0,676. Secara simultan, E-Service, Promosi, dan Harga berpengaruh signifikan terhadap Keputusan Pembelian dengan F hitung 294,860 dan signifikansi 0,000. Nilai R Square sebesar 0,902 menunjukkan bahwa ketiga variabel independen mampu menjelaskan 90,2% variasi Keputusan Pembelian, sedangkan 9,8% dijelaskan oleh faktor lain di luar model.

This study aims to analyze the effects of E-Service, Promotion, and Price on Purchase Decisions among Halodoc application users in Tegal Alur Village. A quantitative approach was employed using purposive sampling. The sample consisted of 100 respondents who had used the Halodoc application and lived in Tegal Alur Village. Data were collected through a five-point Likert-scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, correlation analysis, multiple linear regression, t-test, F-test, and coefficient of determination. The results show that E-Service has a positive and significant effect on Purchase Decisions, with a regression coefficient of 0.333 and a significance value of 0.000. Promotion also has a positive and significant effect, with a regression coefficient of 0.345 and a significance value of 0.000. Price has a regression coefficient of 0.036 but does not have a significant effect, with a significance value of 0.676. Simultaneously, E-Service, Promotion, and Price significantly affect Purchase Decisions, with an F statistic of 294.860 and a significance value of 0.000. The R Square value of 0.902 indicates that the three independent variables explain 90.2% of the variance in Purchase Decisions, while the remaining 9.8% is explained by other factors outside the model.