AHMAD, FAISAL ROIS (2022) ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI LOYALITAS PELANGGAN DALAM MENGGUNAKAN JASA BUS PO. RIMBA RAYA JURUSAN JEPARA-JAKARTA. SKRIPSI.
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Abstract
Transportation is one of the important aspects in daily life or human activities. With transportation, people can easily access various areas both within short and long distances which generally cannot be reached on foot. Customer loyalty is a form of consumer loyalty to use a product or service continuously. This study aims to determine the factors that influence customer loyalty in using PO bus services. Jungle Raya Department of Jepara-Jakarta. The population in this study are PO bus service users. Rimba Raya with a research sample of 100 respondents. The sampling technique used is non-probability sampling with the type of sampling, namely Incidental Sampling. The analytical method used 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). The results of this study indicate that the variables of brand image, service quality, price perception and ease of access to information partially affect customer loyalty. The results of multiple regression analysis obtained the equation Y = - 0.598 + 0.497X1 + 0.153X2 + 0.151X3 + 0.281X4 + where all the variables studied showed a positive and significant effect on customer loyalty. From the regression equation, it can also be seen that the most dominant variable affecting customer loyalty is the brand image variable with a regression coefficient of 0.497. And the value of the coefficient of determination (Adjusted R Square = 0.577) means 57.7%. The value of the coefficient of determination is 57.7% while the rest (100% - 55.3% = 42.3%) is influenced by other variables outside the study or the regression equation. Keywords: Brand Image, Ease of Access to Information, Service Quality, Price Perception, Customer Loyalty.
| Item Type: | Article |
|---|---|
| Additional Information: | 181904015 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 26 Aug 2022 07:11 |
| Last Modified: | 26 Aug 2022 07:11 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/4461 |
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