BAGUS, SETYAWAN DONI WIBOWO (2024) ANALISIS PENGARUH KUALITAS PELAYANAN, PERSEPSI HARGA, CITRA PERUSAHAAN DAN PROMOSI TERHADAP KEPUASAN PENUMPANG BUS EKA DI TERMINAL TIRTONADI SURAKARTA. SKRIPSI.
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NAMA. BAGUS SETYAWAN DONI WIBOWO. NRP.202104042.pdf Restricted to Repository staff only Download (2MB) |
Abstract
This research is motivated by the increasing needs of society, including in the field of transportation. Economic progress has encouraged rapid growth in the transportation services sector. This situation causes increasingly tight competition between modes of transportation. There are well-known transportation services in East Java Province, one of which is the PO bus. Eka. This company is a provider of land transportation services used to transport passengers and goods between cities and provinces (AKAP). This research aims to determine the partial influence of Service Quality, Price Perception, Company Image, and Promotion on Eka Bus Passenger Satisfaction at the Tirtonadi Terminal, Surakarta. The population in this study were EKA bus passengers at the Tirtonadi Terminal, Surakarta. and the sample for this study was 100 respondents. The sampling technique is probability sampling with the sampling type namely Incidental Sampling Technique. The data analysis used in this research is descriptive analysis and quantitative analysis, the data is analyzed using multiple linear regression analysis with the help of (software) Statistical Package For Social Science (SPSS) version 26. The results of the research using partial t-test hypothesis testing show that Service Quality, Price Perception, Company Image, and Promotion have a positive and significant effect on Bus Passenger Satisfaction. Based on the research results, it can be seen that the research model of the multiple linear regression equation is: Y = 3.719 + 0.319X1 + 0.219X2 + 0.110X3 + 0.181X4 + վ. From the regression equation it can be seen that the most dominant variable influencing the increase in the number of passengers is the service quality variable with a regression coefficient of 0.319. And the R2 (R Square) test obtained a result of 0.265 or 26.5%, which means that bus passenger satisfaction at Tirtonadi Terminal, Surakarta is influenced by the variables Service Quality, Price Perception, Company Image and Promotion, namely 26.5% and other factors. which influenced the increase in the number of passengers at the Tirtonadi Terminal in Surakarta by 73.5%. Keywords: Service Quality, Price Perception, Company Image, and Promotion and Bus Passenger Satisfaction.
| Item Type: | Article |
|---|---|
| Additional Information: | 202104042 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 24 Jul 2024 00:38 |
| Last Modified: | 24 Jul 2024 00:38 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/6064 |
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