ANALISIS PENGARUH CITRA MEREK, KETEPATAN WAKTU, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN PELANGGAN (Studi Pada Kereta Api Brantas, Jurusan Semarang – Blitar)

FERIYANTO, ARIS BANI (2022) ANALISIS PENGARUH CITRA MEREK, KETEPATAN WAKTU, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN PELANGGAN (Studi Pada Kereta Api Brantas, Jurusan Semarang – Blitar). SKRIPSI.

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Abstract

Customer satisfaction is a person's feelings of pleasure and disappointment that come from a comparison between his impression of the performance of a product and expectations. Central Java province has one of the largest stations in Indonesia, which is located in Semarang, and is at the same time under the management of the Indonesian railway operating area IV Semarang. This study aims to determine the effect of brand image, timeliness, service quality and price on customer satisfaction of the Semarang-Blitar Department of Brantas Train at Tawang Station, Semarang. The population in this study were passengers of the Semarang-Blitar Department of Brantas Train and the sample used in this study. as many as 100 respondents. The sampling technique used is non-probability sampling incidental sampling type, then the data is analyzed using multiple linear regression with the help of (software) Statistical Package For Social Science (SPSS) Version 25. The regression formulation in this study is as follows: Y = -1.661 + 0.318 X1 + 0.257 X2 + 0.230 X3 + 0.319 X4 + µ From this equation, it is known that the most dominant variable affecting customer satisfaction is the price variable with a regression coefficient of 0.319. The R2 (R Square) test obtained results of 0.609 or 60.9%, which means that customer satisfaction is influenced by the variables of brand image, timeliness, service quality and price which is 60.9% and other factors that affect customer satisfaction of Brantas Train at the Station Tawang Semarang is 39.1%. Keywords: customer satisfaction, brand image, punctuality, service quality, price

Item Type: Article
Additional Information: 181904077
Subjects: Transportasi
Divisions: Program Studi > S1-Transportasi
Depositing User: AMNI Perpustakaan Semarang
Date Deposited: 16 Jan 2023 08:14
Last Modified: 16 Jan 2023 08:14
URI: http://repository.unimar-amni.ac.id/id/eprint/4797

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