RONI, KURNIADI (2023) PENGARUH FAKTOR EKSTRINSIK PENUMPANG TERHADAP PENGAMBILAN KEPUTUSAN DALAM MEMILIH MODA TRANSPORTASI BUS PO. MILA (Studi kasus di Banyuwangi-Jogja). SKRIPSI.
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Abstract
Passenger decisions are influenced by several factors including Accommodation, Promotion, Brand Image and Schedules and Routes. Of the four, have an important role in improving customer decisions. The purpose of this study was to determine whether there is influence of Accommodation, Promotion, Brand Image, and Schedules and Routes on Passenger Decisions in using the Po.Mila bus transportation service for the Banyuwangi-Jogja route. In this study, the population of the study was the Decision of Passengers on the Banyuwangi-Jogja route in the last three years with a total population of 45,249 people, taking a sample system with a total of 100 respondents using nonprobability sampling (quota sample). The variables in the study consisted of: Accommodation independent variables (X1), Promotion (X2), Brand Image (X3) and Schedules and Routes (X4) and the dependent variable, namely Passenger Decision (Y). The research model is multiple linear regression analysis. The results of the analysis with the statistical tool SPSS V.26 program obtained multiple linear regression equations Y = -1.735 + 0.291X1 + 0.256X2 + 0.247X3 + 0.335X4 + µ From the regression equation it can be seen that the most dominant variable influences the increase in the number Passengers are schedule and route variables with a regression coefficient of 0.335. And the R2 test (R Square) obtained a result of 0.619 or 61.9%, which means that the passenger's decision on the Po.Mila bus is influenced by the variables Accommodation, promotion, brand image and schedule and route, namely 61.9% and other factors that influencing the decision of passengers bus Po.Mila by 38.1% or 0.381. Keywords : Accommodation, Promotion, Brand Image, Schedule and Routes and Passenger Decisions.
| Item Type: | Article |
|---|---|
| Additional Information: | 192004216 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 21 Sep 2023 02:44 |
| Last Modified: | 21 Sep 2023 02:44 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/5638 |
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