TEGUH, IMANDA (2023) ANALISIS PELAYANAN, PROMOSI, BRAND IMAGE DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN TIKET KERETA API PADA PT. KERETA API INDONESIA DAOP IV SEMARANG. SKRIPSI.
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Abstract
Purchasing decisions are a series of processes that begin with the consumer recognizing the problem, finding information about a particular product or brand and evaluating the product or brand how well each alternative can solve the problem, which then a series of processes lead to a purchase decision. Operation Area IV Semarang or abbreviated as Daop 4 Semarang or Daop IV SM is one of the Indonesian railway operation areas, under the environment of PT Kereta Api Indonesia (Persero). This study aims to determine the quality of service, promotion, brand image, consumer trust in the decision to purchase Train Tickets at PT. KAI DAOP IV Semarang. The population in this study was train passengers and the sample used in this study was 100 respondents. The sampling technique used is non-probability sampling type random sampling, then the data is analyzed using multiple linear regression with the help of (software) Statistical Package For Social Science (SPSS) Version 25. The formulation of regression in this study is as follows: Y = -0.835 + 0.278X1 + 0.232X2 + 0.298X3 + 0.249X4 + μ From this equation, it is known that the most dominant variable affecting ticket purchase decisions is the brand image variable with a regression coefficient of 0.298. Test R 2 (R Square) obtained results of 0.562% or 56.2% which means that ticket purchase decisions are influenced by variables of service quality, promotion, brand image, consumer trust which is 56.2% and other influencing factors ticket purchase decision at PT. Kereta Api Indonesia DAOP IV Semarang amounted to 43.8%. Keyword: Purchase decision, Quality of service, promotion, brand image, consumer trust
| Item Type: | Article |
|---|---|
| Additional Information: | 192004235 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 11 Aug 2023 07:36 |
| Last Modified: | 11 Aug 2023 07:36 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/5525 |
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