HENDRIK, FITRIAN (2024) ANALISIS PENGARUH KOMUNIKASI (WORD OF MOUTH), KUALITAS INFORMASI DAN CITRA MEREK TERHADAP KEPUTUSAN PENGGUNA JASA BUS EKSEKUTIF SUGENG RAHAYU (Studi Pada Jurusan Nganjuk-Surabaya). SKRIPSI.
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Abstract
With the increasing need for transportation within the city, the competition between city bus companies is getting fiercer. Passengers want quality service. There are various other transportation options such as Mira Non-Economy buses, Non-Economy Eka buses, trains with affordable prices and improved facilities, as well as car rentals with drivers. From these factors, it has an important role in improving the decision to use services on the Sugeng Rahayu executive bus heading for Nganjuk-Surabaya. The population in this study is passengers from the Sugeng Rahayu executive bus heading for Nganjuk-Surabaya with a sample of 100 respondents. The data analysis used in this study is descriptive analysis and quantitative analysis, the data is analyzed using multiple linear regression analysis using Application (SPSS) Version 26. The results of the t-test hypothesis test show that Communication (Word of Mouth), Information Quality and Brand Image have a positive and significant effect on the decision to use services on the Sugeng Rahayu executive bus heading for Nganjuk-Surabaya. Based on the results of the study, it is known that the research model of the multiple linear regression equation produces the following equations: Y = 0.533 + 0.223X1 + 0.460X2 + 0.245X3 + μ The results of the equation show that the Communication variable (Word of Mouth) (X1) has (t count 2.580 > t table 1.98472), the variable Information Quality (X2) has (t count 4.047 > t table 1.98472), the Brand Image variable (X3) has (t count 2.597 > t table 1.98472). As for the Adjusted R2 value = 0.619. This means that 61.9% of the variation of the bound variable (Y), namely the Decision to Use Services, is explained by the independent variables, namely Communication (Word of Mouth) (X1), Information Quality (X2) and Brand Image (X3). The remaining 100% - 61.9% = 38.1%, influenced by other variables outside the study. So it can be concluded that Communication (Word of Mouth) is not communicative enough in terms of speakers, therefore Communication (Word of Mouth) must always be considered and improved. Meanwhile, the quality of information is not accurate enough, and not relevant enough, so it must continue to be improved. Meanwhile, the Brand Image has shown good results in terms of Corporate Image and Product Image, but in terms of User Image, it is not good enough regarding bus scheduling, therefore it must continue to be improved and improved. Keywords: Decision to Use Services, Communication (Word of Mouth), Information Quality, Brand Image
| Item Type: | Article |
|---|---|
| Additional Information: | 202104088 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 19 Nov 2024 04:34 |
| Last Modified: | 19 Nov 2024 04:34 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/6347 |
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