IBRAHIM, SETYO K. (2021) PENGARUH BRAND IMAGE, VARIETY SEEKING , DAN KUALITAS LAYANAN TERHADAP CUSTOMER SWITCHING BEHAVIOR DARI TRANSPORTASI KONVENSIONAL KE TRANSPORTASI ONLINE DI KOTA KENDAL. SKRIPSI.
![[img]](http://repository.unimar-amni.ac.id/style/images/fileicons/text.png) |
Text
12. BAB I PENDAHULUAN.pdf Download (93kB) |
|
Text
13. BAB II TINJAUAN PUSTAKA.pdf Download (174kB) |
Abstract
Competition in the business world is getting tougher, this makes companies compete each other in offering the advantages of their respective products. Meanwhile, costumers are increasingly selective in choosing an item or service they need. In this modern era, people have various activities and to fulfill these activities, people need transportation as a supporting tool / tool in carrying out their activities. This study aims to determine the effect of brand image, variety seeking, and service quality on customer switching behavior from using conventional transportation to online transportation in the city of Kendal. The population in this study was taken from users of online transportation services in the city of Kendal and sample used in this study were 100 respondents. The sampling technique used is probability sampling with the type of sampling that is insidential sampling. The analytical method used in this research is descriptive analysis and quantitative analysis, then the data is analyzed using multiple linear regression with the help of (statistical) software package for social science (SPSS). Hypothesis test result indicate that the variable brand image, variety seeking, and service quality effect on customer switching behavior from using conventional transportation to online transportation in the city of Kendal. Tehe result of multiple linier regression analysis obtained Y= 3,451 + 0,418X1 + 0,176X2 + 0,200X3 + µ. From the equation, it is known that the most dominant variable influencing customer switching behavior is brand image variable with regression coefficient of 0.418. R2 test (R Square) obtained results of 0.565 or 56.5% which means that customer switching behavior from using conventional transportation to online transportation in the city of Kendal is influenced by variable brand image, variety seeking,and service quality that is equal to 56.5% and other factors that effect customer switching behavior from using conventional transportation to online transportation in the city of Kendal which is 43.5%. Keywords: Brand Image, Variety Seeking, Service Quality, Customer Switching Behavior
| Item Type: | Article |
|---|---|
| Additional Information: | 161704081 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 05 Nov 2021 02:48 |
| Last Modified: | 05 Nov 2021 02:48 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/3923 |
Actions (login required)
 |
View Item |