KHOIRUL, NUR MUTAKIN (2025) ANALISIS PENGARUH BRAND IMAGE (CITRA MEREK), KUA LITA S PELAYANAN, P ERSEP SI HAR GA DAN PROMOSI TERHADAP LOYALITAS PENUMPANG DALAM MENGGUNAKAN JASA BUS PO. HARAPAN JAYA RUTE TULUNGAGUNG-JAKARTA DI KABUPATEN TULUNGAGUNG. SKRIPSI.
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Abstract
This study aims to examine the influence of Brand Image, Service Quality, Price Perception and Promotion on Passenger Loyalty of bus transportation services PO. Harapan Jaya, The population in this study were all passengers of PO. Harapan Jaya on the Tulungagung-Jakarta route totaling 44,778. The sample in this study were 100 respondents who were PO bus passengers. Harapan Jaya Gayatri terminal for the Tulungagung-Jakarta route. The data analysis technique is a multiple linear regression technique and with SPSS 25.0 statistical tools. Based on the research results and data analysis, the regression equation is produced: Y= - 1,458 + 0.332.X1 + 0.233.X2 + 0.225.X3 + 0.313.X4 + µ Based on SPSS (Statistical Package For Social Science) calculations version 25.0, a linear regression equation is obtained, where the Brand Image variable (X1) in partial testing is obtained by calculating the t count of 3.810 > t table of 1.98525. which means that there is a positive and significant influence between Brand Image (X1) on Passenger Loyalty (Y). The t count between the variables of Service Quality (X2) to Passenger Loyalty (Y) is 2.174 > t table 1.98525. This shows that there is a positive and significant influence partially between the two variables. Price Perceived Variable (X3) with t count of 2.597 > ttable 1.98525, which partially has a positive and significant effect on Passenger Loyalty (Y). Promotion variable (X4) with t count value of 4.378 > t table with 1.98525, which partially shows a positive and significant influence on Passenger Loyalty (Y). Keywords : Brand Image, Service Quality, Perceived Price, Promotion, Passangers Loyality
| Item Type: | Article |
|---|---|
| Additional Information: | 212204055 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 29 Jul 2025 07:02 |
| Last Modified: | 29 Jul 2025 07:02 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/6671 |
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