Pengaruh Harga terhadap Penggunaan Jasa Delivery Birjek di Kabupaten Bireuen
DOI:
https://doi.org/10.61231/dmdedq37Keywords:
Pricing, Service Usage, Delivery, BirjekAbstract
This study aims to analyze the effect of price on the usage of BIRJEK delivery services in Bireuen Regency. The research employs a quantitative approach with an associative design. The population consists of people in Bireuen Regency who have used BIRJEK services, with a sample of 96 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using simple linear regression with the assistance of SPSS. The results indicate that, partially, price has a positive and significant effect on service usage, with a significance value of < 0.001. The coefficient of determination (R²) is 0.160, indicating that price explains 16.0% of the variation in the usage of BIRJEK delivery services, while the remaining 84.0% is influenced by other factors outside the research model. These findings confirm that price is an important factor influencing the usage of BIRJEK delivery services in Bireuen Regency. The better consumers perceive the affordability of prices, the suitability of prices with service quality, price competitiveness, and the suitability of prices with the benefits received, the higher the level of usage of BIRJEK delivery services
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