YOGA, FEBRY SAPUTRA (2025) ANALISIS PENGARUH KUALITAS PELAYANAN, PERSEPSI HARGA, CITRA PERUSAHAAN DAN PROMOSI TERHADAP KEPUASAN PENUMPANG BUS PO. PUSPA JAYA DI TERMINAL RAJABASA BANDAR LAMPUNG. SKRIPSI.
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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 Lampung Province, one of which is the PO bus. Puspa Jaya. 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 Puspa Jaya Bus Passenger Satisfaction at the Rajabasa Terminal, Bandar Lampung. The population in this study were Puspa Jaya bus passengers at the Rajabasa Terminal, Bandar Lampung. 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 Rajabasa Terminal, Bandar Lampung 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 Rajabasa Terminal in Bandar Lampung by 73.5%. Based on the variable testing that has been carried out and the results of multiple linear regression show that the Service Quality variable has a value of 0.319, which means that if the value of other independent variables remains the same and Service Quality (X1) is increased by one unit, then the Bus Passenger Satisfaction variable experiences an increase of 0.319. Service Quality is in first place among the four variables that influence Bus Passenger Satisfaction. Based on the variable testing that has been carried out and the results of multiple linear regression, it shows that the Price Perception variable has a value of 0.219, which means that if the other independent variables remain the same and Price Perception (X2) is increased by one unit, then the Bus Passenger Satisfaction variable will increase by 0.291. Price Perception is in second place among the four variables that influence Bus Passenger Satisfaction. Based on the variable testing that has been carried out and the results of multiple linear regression, it shows that the Promotion variable has a value of 0.181, which means that if the other independent variables remain the same and Promotion (X4) is increased by one unit, then the Bus Passenger Satisfaction variable will increase by 0.181. Promotion is in third place among the four variables that influence Bus Passenger Satisfaction. Based on the variable testing that has been carried out and the results of multiple linear regression show that the Corporate Image variable has a value of 0.110, which means that if the other independent variables remain the same and Corporate Image (X3) is increased by one unit, then the Increase in the Number of Passengers variable will increase by 0.110. Corporate Image is in fourth place among the four variables that influence Bus Passenger Satisfaction. Keywords: Service Quality, Price Perception, Company Image, and Promotion and Bus Passenger Satisfaction.
| Item Type: | Article |
|---|---|
| Additional Information: | 212204113 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 26 Nov 2025 01:46 |
| Last Modified: | 26 Nov 2025 01:46 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/6802 |
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