DILA FITRI, YANTI (2021) ANALISIS FAKTOR YANG MEMPENGARUHI MINAT BELI PENGGUNA JASA TRANSPORTASI LAUT. KARYA TULIS.
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Abstract
Efficient and effective means of sea transportation and the development of sea transportation have led to the emergence of shipping companies in the service sector. With so many shipping companies, the competition is getting tougher in finding consumers. One of them is by innovating in increasing the interest of service users to be very important in using sea transportation. KM. Lawit, which is one of the ships owned by PT PELNI, continues to innovate to improve services that passengers can enjoy. However, every service user has different desires, for that it is necessary to measure the level of community satisfaction related to Promotions, Information Systems and Ticket Prices. The purpose of this study was to determine and analyze the effect of Promotion, Information Systems, and Ticket Prices on People's Purchase Interest Using KM Lawit Sea Transportation Services. This research was conducted at the Port of Tanjung Emas Semarang with a sample of 100 respondents who were taken using purposive sampling technique. Analysis using SPSS V.25 which includes, validity test, reliability test, classical assumption test, multiple linear regression analysis, hypothesis testing through t test, and analysis of the coefficient of determination (R²). From the analysis obtained the regression equation: Y = 1.083 + 0.328X1 + 0.418X2 + 0.143X3 Information System shows the largest regression coefficient. Information System is the most important factor influencing consumer buying interest to use KM. Lawit as a preferred mode of sea transportation. The second important factor is the Promotion and for Ticket Prices as the third factor that influences people's buying interest. The coefficient of determination (Adjusted R2) of 0.531 or 53.1% means that the coefficient of determination model is quite good. The three independent variables in this study can explain 53.1% of the buying interest variable. While the remaining 46.9% is explained by other variables outside of the three variables used in this study. Keywords: promotion, information system, ticket price, and buying interest.
| Item Type: | Article |
|---|---|
| Additional Information: | 1718.04.062 |
| Subjects: | Ketatalaksanaan Pelayaran Niaga |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 31 Aug 2021 05:04 |
| Last Modified: | 31 Aug 2021 05:04 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/3603 |
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