SATRIA, WICAKSONO (2025) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN TIKET PADA JASA TRANSPORTASI KARONA TRAVEL RUTE KOTABUMI - BANDAR LAMPUNG. SKRIPSI.
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Abstract
This study aims to determine the effect of Price Perception, Ease of Access, Service Quality, and Brand Image on Karona Travel Ticket Purchase Decisions. This study uses a quantitative approach with a sample of 100 respondents taken through nonprobability sampling techniques with the incidental sampling method. The data were analyzed using multiple linear regression with the help of Statistical Package for the Social Sciences (SPSS) software version 27. The regression formula in this study is as follows: Y = 0.153 + 0.198X₁ + 0.147X₂ + 0.367X₃ + 0.287X₄ + µ From this equation, it is known that the most dominant variable influencing purchasing decisions is service quality with a regression coefficient of 0.367. The results of the determination coefficient test (R²) were obtained at 0.528, or 52.8%, which means that the decision to purchase Karona Travel tickets was influenced by the four independent variables by 52.8%, while the remaining 48.2% was influenced by other variables not examined in this study. Keywords: Purchasing Decision, Price Perception, Ease of Access, Service Quality, Brand Image
| Item Type: | Article |
|---|---|
| Additional Information: | 212204098 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 22 Jul 2025 02:35 |
| Last Modified: | 22 Jul 2025 02:35 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/6659 |
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