OLIVIA, DEVI YUNIASTANTI (2021) ANALISIS FAKTOR - FAKTOR YANG MEMPENGARUHI LOYALITAS PENUMPANG DALAM MENGGUNAKAN JASA TRANSPORTASI PO. NUSANTARA ( Studi kasus Pada Penumpang PO.Nusantara Semarang – Jakarta ). SKRIPSI.
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Abstract
This research is motivated by the selection of inter-city inter-provincial bus transportation modes which are influenced by factors of speed, travel distance, comfort, and socio-economic status of travellers. As time goes by, the demand for services using land transportation is getting higher and it is demanded to be fulfilled. PO.Nusantara Bus as one of the companies engaged in land transportation services that will always provide the best service This study aims to determine the effect of service quality, brand image, perception of prices and facilities partially on Passenger Loyalty on the Semarang-Jakarta Nusantara Bus. The population in this study were passengers or passengers of the Semarang - Jakarta bus in December - Februari 2020 and the sample of this study was 100 respondents. The sampling technique is probability sampling with the type of sampling that is simple random sampling. 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) Statistical Package For Social Science (SPSS) version.25. The results of the study by partially testing the t-test hypothesis showed that Service Quality, Brand Image, Price Perception, and Facilities had a positive and significant effect on Passenger Loyalty. Based on the results of the study, it can be seen that the research model of the multiple linear regression equation is: Y= - 1, 634 + 0,340.X1 + 0,299.X2 + 0,289.X3 + 0,193.X4 + µ From the regression equation it can be seen that the most dominant variable influencing the increase in passenger loyalty is service quality variable with a regression coefficient of 0.340. And the R2 (R Square) test obtained results of 0.643 or 64.3% which means that the increase in passenger loyalty on the Nusantara Semarang - Jakarta bus is influenced by service quality, brand image, price perception and facilities, which is 64.3% and other factors which affects the increase in passenger loyalty on the Semarang - Jakarta archipelago bus by 35,7% or 0.357 Keywords: Service Quality, brand image, price perception, facilities and Passenger Loyalty
| Item Type: | Article |
|---|---|
| Additional Information: | 1718.04.183 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 05 Aug 2021 04:51 |
| Last Modified: | 05 Aug 2021 04:51 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/3529 |
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