YASKA, NAFATALLI (2020) FAKTOR FAKTOR YANG MEMPENGARUHI HARGA, BRAND IMAGE, DAN KENYAMANAN TERHADAP PEMILIHAN MODA JASA TRANSPORTASI BERBASIS ONLINE (GRAB) DI KOTA BATAM (studi kasus pada penumpang dengan berbasis aplikasi online). SKRIPSI.
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Abstract
The current phenomenon of technological development that is currently the most talked about and is the subject of discussion for many circles is developing technology towards a modern transportation business using sophisticated applications in the virtual world. Today's society is very facilitated by this means of transportation, especially for ordering. Wherever and anytime quickly and in real time, people can easily mobilize anywhere by having this application. Businesses that use virtual applications to facilitate ordering this means of transportation are online transportation businesses. Collecting data by distributing a list of questions to respondents. Respondents in this study were users of the Grab online transportation service in the city of Batam to obtain qualitative data which would be converted into quantitative data. To measure the independent and dependent variables, a Likert scale (Likert scale) yaitun is used by confronting a respondent with a question (empirical indicator) and then asked to provide an answer: strongly agree, agree, quite agree, disagree, strongly disagree, respectively. - each answer is given a score of 1 to 5. Multiple linear regression analysis is used to analyze the effect of the independent variables, namely: Price, Brand image, and Comfort on the dependent variable, namely the choice of mode with the results: Y = 2.193 + 0.278 X1 + 0.194 X2 + 0.346 X3 + µ. and based on the coefficient of determination, it can be concluded that the variable price, brand image, and comfort together have a strong influence on the choice of mode by 60% Keywords: Price, Brand Image, Comfort and Mode Selection
| Item Type: | Article |
|---|---|
| Additional Information: | 182114052 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 04 Mar 2021 04:03 |
| Last Modified: | 04 Mar 2021 04:03 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/3232 |
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