BAYU, SANTOSO (2019) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PENUMPANG DALAM MEMILH BUS PATAS RAMAYANA DENGAN TRAYEK SEMARANG-YOGYAKARTA. SKRIPSI.
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Abstract
This research was motivated by the decline in the number of passengers using Ramayana bus services, which is one of the service companies engaged in land transportation with the AKAP bus category which serves several routes between cities between provinces. This study aims to determine the effect on brand image, service quality and user value on passenger decisions in choosing the RAMAYANA bus with the Semarang-Yogyakarta route. The population in this study was RAMAYANA bus passengers with Semarang-Yogyakarta route with a total sample of 100 passengers with the sampling technique used was accidental sampling. This type of research is quantitative descriptive using primary data sources, namely questionnaires. The data analysis technique used is validity and reliability test, classic assumption test, multiple linear regression analysis and goodness of fit of a model which includes t statistical test, F statistic test and determination coefficient (R2). From the analysis obtained multiple linear regression analysis with the equation: Y = 1,444 +0.449X1 + 0.082X2 + 0.321X3 + Where the passenger decision variable (Y), brand image (X1), service quality (X2) and user value (X3) are tested using the t test showing that the three independent variables partially have a significant effect on passenger interest as the dependent variable. Then through the F test shows that the variable customer trust, perceived quality and price perception simultaneously have a significant effect on passenger interest. The Adjusted R Square number of 0.501 indicates that 50.1% of passenger interest variables can be explained through the three independent variables in the regression equation. While the remaining 49.9 percent is explained by other variables besides the three variables used in this study. Keywords: brand image, service quality, user value
| Item Type: | Article |
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| Additional Information: | NIM : 1516.04.022 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 21 Nov 2019 04:22 |
| Last Modified: | 21 Nov 2019 04:22 |
| URI: | http://repository.stimart-amni.ac.id/id/eprint/165 |
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