ANALISIS FAKTOR HARGA, KUALITAS LAYANAN, DAN KEMUDAHAN TERHADAP PEMILIHAN MODA TRANSPORTASI ONLINE DI KOTA SEMARANG

DIAN, PERMANA (2020) ANALISIS FAKTOR HARGA, KUALITAS LAYANAN, DAN KEMUDAHAN TERHADAP PEMILIHAN MODA TRANSPORTASI ONLINE DI KOTA SEMARANG. SKRIPSI.

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Abstract

In this study the background of the increase in online motorcycle taxi users at PT. Gojek in 2020 compared to previous years. With the increasing number of passengers continues to increase in 2020 compared to previous years. In this case the research is directed to analyze prices, service quality and ease of selection of online transportation modes on Gojek in Semarang City. This research itself aims to find out how far the effect of price, service quality and ease of selection of online transportation modes on Gojek in the city of Semarang. Formulation of the problem, the purpose of this study and the hypothesis in this study was to analyze the positive and significant influence individually between independent variables namely price, quality of service and ease of selection of online transportation modes on Gojek in the city of Semarang. In this study the object taken was a resident of the city of Semarang. Data sources include primary data and secondary data. The sample in this study numbered 100 respondents who are residents of the city of Semarang through nonprobability sampling techniques that use purposive sampling. The data analysis technique is multiple linear regression technique with the results of Y = 0.539 + 0.192X1 + 0.189X2 + 0.545X3 + µ From the results of the study there is a relationship between the independent variable and the dependent variable, testing the hypothesis using the t test shows that the three independent variables are the price of 0.192 (X.), amounting to 0.189 (X2), and ease of 0.548 (X3) which were examined proved to have a positive effect and significantly influence the dependent variable of user interest (Y) with the convenience variable having the highest influence than the other variables in influencing the choice of online transportation mode. In the coefficient of determination test (R Square) the value of Adjust R square of 0.604 means that 60.4% of the variable variation is bound to user interest factors can be explained by the free variable price, service quality and convenience. While the remaining 39.6% is explained by other causes outside the studied variables. Keyword : Price,Quality Of Service, Ease, and Online Transportation Mode Selection.

Item Type:	Article
Additional Information:	161704051
Subjects:	Transportasi
Divisions:	Program Studi > S1-Transportasi
Depositing User:	AMNI Perpustakaan Semarang
Date Deposited:	24 Nov 2020 04:04
Last Modified:	24 Nov 2020 04:04
URI:	http://repository.unimar-amni.ac.id/id/eprint/3059

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