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The analysis of the influence of speedy attribute on consumer decision making of speedy at Tlogosari Kulon District Semarang
The purposes of this study were to analyze the influence of Speedy attributes on consumer decision making and to find out how great the influence of Speedy attributes on consumer decision making. This research used one kind of non probability sampling, which was purposive sampling. This research is categorized as descriptive-correlation research and used 30 samples. The samples were people who had ever subscribed and used Speedy in Tlogosari Kulon district. The data collecting technique in this research was using questionnaire. The multiple linear regression for hypothesis test, F test and t test used level of significance a= 0.05. The analysis research showed that feature (0.380) and quality (0.643) gave a significant and positive influence on customer decision making. It was contrary to the performance (-0.388), because it did not give a significant and positive influence on customer decision making. Coefficient determination in this research was 0.327, it means that independent variable (feature, performance and quality) gave contributions to dependent variable (consumer decision making) for 32.7% and 67.3% were caused by other factors that could not be explained in this research.
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