BADARUDIN, KAU (2022) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN DALAM MENGGUNAKAN JASA TRANSPORTASI ONLINE DI YOGYAKARTA (Studi kasus penumpang Grab-Bike). SKRIPSI.
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Abstract
The purpose of this study is to determine whether or not there is an influence of price, service quality and brand image on the decision to use Grab-bike. The sample in this study amounted to 97 respondents of Grab-bike passengers, using a non-probability sampling technique, namely incidental sampling Analysis of the data used in this study is descriptive analysis and quantitative analysis, the data were analyzed using multiple linear regression analysis with the help of (software) Statistical Package For Social Science (SPSS) version 26. The results of the study by partially testing the t-test hypothesis showed that price, service quality and brand image have a positive and significant impact on passenger decisions. Based on the results of the study, it can be seen that the research model of the multiple linear regression equation is Y= 1.204 + 0.225X1 + 0.294X2 + 0.167X3 + . From the regression equation, it can be seen that the most dominant variable affecting the increase in the number of passengers is the service quality variable with a regression coefficient of 0.294. And the R2 (Adjusted R Square) test obtained the results of 0.635 or 63.5% which means that the decision to use is influenced by the variables of price, service quality, brand image which is 63.5% and other factors that influence the decision to use are 36.5% or 0.365 Keywords: Price, Service Quality, Brand Image and Decision to
| Item Type: | Article |
|---|---|
| Additional Information: | 202304015 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 28 Jul 2022 04:46 |
| Last Modified: | 28 Jul 2022 04:46 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/4392 |
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