FIKRI, RAPI GUNAWAN (2022) ANALISIS PENGARUH KUALITAS PELAYANAN, FASILITAS, CITRA MEREK SERTA BIAYA DAN KEMUDAHAN TERHADAP KEPUASAN KONSUMEN PENGGUNA JASA BISKITA MELALUI SKEMA PEMBELIAN LAYANAN BUY THE SERVICE (BTS) DI KOTA BOGOR. SKRIPSI.
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Abstract
The increasing demand for urban transportation services in the city of Bogor has made the number of angkot operating rapidly growing out of control. In addition, based on identification in the field, Bogor City is currently showing a significant increase in the number of vehicles. In addition to public transportation, there are also many privately owned transportations that are currently busy causing traffic jams. BISKITA is a mode of transportation that is currently being widely used in the city of Bogor as an alternative to public transportation. This means of transportation is one of the central government's subsidy programs used for the development of public transportation in the Bogor City area. The fare to use this transportation is quite affordable, which is around Rp. 6.000,-. Tariff is also one of the important factors to determine consumers to buy and also use the transportation service again. The purpose of this study was to analyze the effect of the independent variables, namely service quality, facilities, brand image as well as cost and convenience for the dependent variable, namely the customer satisfaction of BISKITA service users. The population in this study is the people of Bogor City who have used BISKITA mass transportation and the sample in this study was 100 respondents. The sampling technique used is purposive sampling, namely the determination of the sample with certain considerations, namely the people of Bogor City who have used BISKITA mass transportation and are 17 years old and above. The analytical method used is descriptive analysis and quantitative analysis. Data were analyzed using multiple linear regression analysis with the help of (Software) Statistical Package For Social Science (SPSS). The results of the research by testing the t-test hypothesis show that the variables of service quality, facilities, brand image as well as cost and convenience have a positive and significant impact on customer satisfaction with BISKITA service users. Based on the results of the study, it can be seen that the research model of the multiple linear regression equation obtained is Y = - 2,096+0,226X1+0,288X2+0,273X3+0,372X4+µ. From the results of the regression, it can be seen that the most dominant variables affecting customer satisfaction of BISKITA service users are cost and convenience with a regression coefficient of 0.000. With the r square test of 0.635 or 63.5%, which means that the increase in customer satisfaction of BISKITA service users is influenced by service quality, facilities, brand image as well as cost and convenience, which is 63.5% and other factors by 36.5%. Keywords: Service Quality, Facilities, Brand Image and Cost and Ease
| Item Type: | Article |
|---|---|
| Additional Information: | 202304080 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 26 Aug 2022 07:14 |
| Last Modified: | 26 Aug 2022 07:14 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/4509 |
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