ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PENUMPANG DALAM MEMILIH MODA TRANSPORTASI BUS PO.MILA (Studi Kasus di Banyuwangi-Jogja)

MEGA, ROBIARTO (2020) ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PENUMPANG DALAM MEMILIH MODA TRANSPORTASI BUS PO.MILA (Studi Kasus di Banyuwangi-Jogja). SKRIPSI.

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Abstract

ABSTRACTION In this study, four research variables were analyzed: convenience, promotion, brand image, and tariffs as independent variables that affect the dependent variable, namely the decision of passengers using the bus service po. Mila Banyuwangi - Jogja. The formulation of the problem, research objectives and hypotheses in this study are to analyze the positive and significant influence individually between the independent variables, namely convenience, promotion, brand image, tariffs on the dependent variable, namely the decision of passengers using bus services, po. Mila Banyuwangi - Jogja. In this study, the subjects taken were bus passengers. Mila majoring in Banyuwangi - Jogja. Data sources include primary and secondary data. The sample in this study were 100 respondents who were bus passengers. Mila majoring in Banyuwangi - Jogja. The data analysis technique is multiple linear regression techniques and with statistical tools SPSS 25.0, based on the results of research and data analysis, the regression equation is generated: Y = -0,504 + 0,281X1 + 0,222X2 + 0,368X3 + 0,267X4 + µ. From the regression equation, it can be seen that the most dominant variable influencing passenger decisions is the brand image variable with a regression coefficient of 0.368. With the R2 (R Square) test, the results are 0.644 or 64.4%. This means that the variables of Convenience (X1), Promotion (X2), Brand Image (X3), Tariff (X4), have a contribution of 64.4% in affect Passenger Decision (Y). While other factors that influence passenger decisions (100% - 64.4%) = 35.6% Keywords: Comfort, Promotion, Brand Image, Tariff on the Decision of Passenger Bus Users. Mila.

Item Type: Article
Additional Information: 161704099
Subjects: Transportasi
Divisions: Program Studi > S1-Transportasi
Depositing User: AMNI Perpustakaan Semarang
Date Deposited: 04 Mar 2021 04:01
Last Modified: 04 Mar 2021 04:01
URI: http://repository.unimar-amni.ac.id/id/eprint/3209

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