WISNU, AINUL YAQIN (2021) ANALISIS PENGARUH KUALITAS PELAYANAN, CITRA MEREK, PERSEPSI HARGA DAN KEPERCAYAAN TERHADAP KEPUTUSAN PENGGUNA JASA FREIGHT FORWADING (Studi Pada PT Gateway Container Line Semarang). SKRIPSI. (In Press)
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Abstract
This research is motivated by the increasing needs of society in the field of exports and imports in international trade. Freight forwarder is a business entity that is the guardian of exporters and importers in handling the export and import of goods. As time goes by, the demand for services using freight forwarding services is increasing and is required to be fulfilled. PT Gateway Container Line Semarang as one of the companies engaged in the field of freight Forwarding which will always provide the best and satisfactory service. This study aims to determine the effect of service quality, brand image, price perception, and partial trust on the decisions of users of freight forwarder services. The population in this study were users of PT Gateway Container Line Semarang and the sample of this study was 100 respondents. The sampling technique is non- probability sampling with the type of sampling that is purpose 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 trust have a positive and significant effect on increasing the number of users. Based on the results of the study, it can be seen that the research model of the multiple linear regression equation is: Y = -1.771 + 0.137X1 + 0.418X2 + 0.371X3 + 0.095X4 + . From the regression equation, it can be seen that the most dominant variable affecting the increase in the number of passengers is the brand image variable with a regression coefficient of 0.418. And the R2 (R Square) test obtained results of 0.791 or 79.1% which means that the decision of users of freight forwarder services at PT Gateway Container Line Semarang is influenced by the variables of service quality, brand image, price perception and trust, which is 79.1% and other factors that influence the decision of users of freight forwarding services at PT Gateway Container Line Semarang by 38.1% or 0.381 Keywords: service quality, brand image, price perception, trust and decision of users of freight forwarder services.
| Item Type: | Article |
|---|---|
| Additional Information: | 171804219 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 06 Dec 2021 03:25 |
| Last Modified: | 06 Dec 2021 03:25 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/3988 |
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