ALESIA, DAPAWOLE (2020) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PENUMPANG DALAM MENGGUNAKAN BUS PATAS (Studi Kasus pada bus patas nusantara jurusan SemarangYogyakarta). SKRIPSI.
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Abstract
This research is motivated by the increasing needs of the community, including in the field of land transportation. Land transportation is one of the most popular types of transportation in today's society. Bus Patas Nusantara as a company engaged in land transportation services that will always provide the best and satisfying service. This study aims to determine the effect of service brand image, passenger needs, and user values on passenger decisions on the Patas Nusantara bus majoring in Semarang-Yogyakarta. The sample in this study amounted to 100 respondents with a non-probability sampling technique. Analysis of the data used in this study is descriptive analysis and quantitative analysis, the data were analyzed using multiple linear regression analysis with the help of (software) Statistic Package for Social Science (SPSS) version 25. The results of the research by testing the t-test hypothesis partially show that the brand image, passenger needs, and user values have a positive and significant effect on passenger decisions. Based on the research results it can be seen that the research model of the multiple linear regression equation is: Y = 1.706 + 0.202.X1 + 0.321.X2 + 0.313.X3 + µ. The results of the multiple linear regression equation show that there is a partially positive effect between Brang image on passenger decisions (t count = 2.881> t table = 1.98525), passenger needs on passenger decisions (t count = 3.206> t table = 1.98525 ), the value of the user towards the passenger's decision (t count = 3.709> t table = 1.98498). Keywords: Brand Image, Passenger Needs, User Value And Passenger Decisions
| Item Type: | Article |
|---|---|
| Additional Information: | 161704010 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 18 Nov 2020 05:02 |
| Last Modified: | 18 Nov 2020 05:02 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/3038 |
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