ELSI, REHAINI (2021) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PENGGUNA JASA PENERBANGAN GARUDA INDONESIA (Studi Kasus di Bandar Udara Internasional Jenderal Ahmad Yani Semarang). SKRIPSI.
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Abstract
The decision to use Garuda Indonesia flight services is influenced by several factors including service quality, company image and sales promotion. Of the three, have an important role in improving the decision to use services with satisfactory results. The purpose of this study was to determine whether or not the quality of service, corporate image and sales promotion on the decision to use Garuda Indonesia flight services. In this study, the research population was Garuda Indonesia passengers in the city of Semarang by taking a sample system with a total of 100 respondents (samples). The variables in this study consist of: Service Quality Variable (X.1), Company Image (X.2), and Sales Promotion (X.3) and the selection variable is Service Usage Decision (Y). The data collection method used is the questionnaire method. The results of the analysis with statistical tools SPSS V.26 program obtained multiple linear regression equation Y = 0.704 + 0.392 X1 + 0.257 X2 + 0.167 X3 + . The results of the multiple linear equations show that there is a positive and significant influence between Service Quality on Service Usage Decisions (t count 3.591 > ttable of 1.98498), Corporate Image on Decisions to Use Services (t count 1.990 > t table of 1.98498), and the results of the linear equation show that there is a negative and significant influence between Sales Promotion on Decisions to Use Services (t count 1.474 < t table of 1, 98498), individually the quality of service, corporate image and sales promotion affect the decision to use services. The influence of the three research variables is very strong with the coefficient value (R Square) obtained by 43.7% on the decision to use services and 56.3% is influenced by variables that are not detected in this study. Keywords : Service Quality, Corporate Image, Sales Promotion and Service Usage Decisions.
| Item Type: | Article |
|---|---|
| Additional Information: | 171804072 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 30 Sep 2021 02:12 |
| Last Modified: | 30 Sep 2021 02:12 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/3717 |
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