ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMAKAIAN JASA PADA PENERBANGAN GARUDA INDONESIA (Studi Kasus Pada Penumpang Garuda Indonesia Semarang)

WAHYU, ARFIANSAH (2020) ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMAKAIAN JASA PADA PENERBANGAN GARUDA INDONESIA (Studi Kasus Pada Penumpang Garuda Indonesia Semarang). SKRIPSI.

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Abstract

The rapid development of the economy causes people's lifestyles to progress and also increases the rate of one's mobility. This phenomenon causes industries engaged in transportation and services to increasingly vary, starting from land, sea and air transportation. This study aims to examine Service User Decisions on Brand Awareness, Perceptions of Quality and Sales Promotion on Garuda Indonesia flights Semarang. The population in this study was taken from all Garuda Indonesia passengers departing from Semarang and the sample used in this study was 100 respondents. The analysis method used in this research is descriptive analysis and quantitative analysis. Then the data is analyzed using multiple linear regression with the help (software) statistics package for social science (SPSS). The results of the hypothesis test show that the variables of Brand Awareness, Perceptions of Quality and Sales Promotion have a partial and simultaneous effect on Service Usage Decisions on Garuda Indonesia passengers. The results of multiple linear regression analysis obtained Y = 1,868 + 0.271 X1 + 0.375 X2 + 0.252 X3 + µ. From this equation, it is known that the most dominant variable influencing the Service Usage Decision is the perceived quality variable of 0.375. The R2 (R square) test resulted in a result of 0.519 or 51.9%, which means that the decision to use services is influenced by the variables of Brand Awareness, Perceptions of Quality and Sales Promotion, namely 51.9% and 48.1%, the variables are not examined. Keywords: Service Use Decisions, Brand awareness, Perceptions of Quality, Sales Promotion

Item Type:	Article
Additional Information:	161704155
Subjects:	Transportasi
Divisions:	Program Studi > S1-Transportasi
Depositing User:	AMNI Perpustakaan Semarang
Date Deposited:	04 Mar 2021 04:02
Last Modified:	04 Mar 2021 04:02
URI:	http://repository.unimar-amni.ac.id/id/eprint/3230

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