ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI KEPUTUSAN MENGGUNAKAN MODA TRANSPORTASI UDARA (Studi Kasus Pada Penumpang Pesawat Garuda di Bandara Ahmad Yani Semarang)

AHMAD, AHMAD (2022) ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI KEPUTUSAN MENGGUNAKAN MODA TRANSPORTASI UDARA (Studi Kasus Pada Penumpang Pesawat Garuda di Bandara Ahmad Yani Semarang). SKRIPSI.

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Abstract

The research is to see how brand image, persep siganda, the quality of service and sales sales are affected by the decision of passengers on the air transport service, the garuda airplane at ahmad yani airport. The population in this study is passenger garuda at ahmad's airport, semarang. The sampling taken in this study USES nonsampling techniques, and is used an experimental type of sampling. The analysis used in the study includes valification tests, religious tests, classic assumptions test, linear regression analysis, and hypothetical testing involving tests of t, and determinas coefficients (r2). The regression analysis results that have been done get results that are: Y = 3.476 + 0.303 x1 + 0.460 x2 + 0, 549 x3 + 0.211 + μ It means that independent variance as to brand image, price perceptions, quality of service, and sales promotions have a positive and significant influence on the dependent variables of passenger decisions. The most influential variables are the quality of service (0.549), followed by price-conception variables (0.460), mark image variables (0.303), and the last market-sales variables of (0.211) and the coefficient determinations (0.542) obtained. This means that 54.2% of all passenger decisions are affected by variable brand image, price perception, quality of service, and sales sales, while the remaining 45.8% are affected by other undefuned variables in the study. Keywords: brand image, price perception, service quality, sales promotion and passenger decisions.

Item Type: Article
Additional Information: 181904013
Subjects: Transportasi
Divisions: Program Studi > S1-Transportasi
Depositing User: AMNI Perpustakaan Semarang
Date Deposited: 13 Jan 2023 07:59
Last Modified: 13 Jan 2023 07:59
URI: http://repository.unimar-amni.ac.id/id/eprint/4712

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