RENALDI, ARYA INDRAWAN (2023) ANALISIS FAKTOR¬-FAKTOR YANG MEMPENGARUHI LOYALITAS PELANGGAN DALAM MENGGUNAKAN JASA BUS PO. NUSANTARA ANTAR KOTA ANTAR PROVINSI (AKAP). SKRIPSI.
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Abstract
ABSTRACT Passangger loyalty is the basis for a business to survive and develop. In this case PO. Nusantara which is a service company and is engaged in land transportation wich provides various kinds of buses of the highest qualitiy in inter-provincial inter-city bus transportation service(AKAP). This study aims to determine the factors that influence customer loyalty in using PO bus services. Nusantara Inter City Inter Province (AKAP). The population in this study are PO bus service customers. Nusantara with a research sample of 100 respondents. The sampling technique used is non-probability sampling with the type of sampling that is incidental sampling. The analytical method used was 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 V.25). The results of this study indicate that the variables of service quality, brand image, ease of access to information and innovation have a partial effect on customer loyalty. The results of the multiple regression analysis obtained the equation Y = - 1.758 + 0.131X 1 + 0.363X 2 + 0.414X 3 + 0.148 X 4 + μ where all the variables studied show a positive and significant impact on customer loyalty. From the regression equation it can also be seen that the most dominant variable influencing customer loyalty is the brand image variable with a regression coefficient of 0.414. And the value of the coefficient of determination ( Adjusted R Square = 0.560) is 56.0%. The value of the coefficient of determination is 56.0% while the rest (100% - 56.0% = 44.0%) is influenced by other variables outside the research or the capital of the regression equation. Keywords: Service Quality, Brand Image, Ease of Access to Information, Innovation, Customer Loyalty.
| Item Type: | Article |
|---|---|
| Additional Information: | 192004197 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 11 Aug 2023 07:35 |
| Last Modified: | 11 Aug 2023 07:35 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/5518 |
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