KIKI, SUSANTI (2022) ANALISIS PENGARUH PRESEPSI HARGA, CITRA MERK, FASILITAS DAN PROMOSI TERHADAP KEPUTUSAN PENUMPANG PADA BUS PO. NUSANTARA (Studi 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 price perception, brand image, facilities and promotion partially on passenger decisions on the Semarang-Jakarta Nusantara Bus. The population in this study were passengers or passengers of the Semarang - Jakarta bus in July 2021 - June 2022 and the sample of this study was 100 respondents. The sampling technique is non-probability sampling with the type of sampling that is incidental 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 Price Perception, Brand Image, Facilities and Promotion had a positive and significant effect on Passenger Decisions. Based on the results of the study, it can be seen that the research model of the multiple linear regression equation is: Y= - 1, 612 + 0.335.X1 + 0.309.X2 + 0.271.X3 + 0.206.X4 + From the regression equation, it can be seen that the most dominant variable affecting the increase in passenger decisions is the price perception variable with a regression coefficient of 0.335. And the R2 (R Square) test obtained results of 0.633 or 63.3% which means that the increase in passenger decisions on the Nusantara Semarang - Jakarta bus is influenced by price perceptions, brand image, facilities and promotions which is 63.3% and other factors that affect the increase in passenger decisions on buses from Semarang to Jakarta by 36.7% or 0.367 Keywords: brand image, facilities, passenger decisions, price perception, and promotions
| Item Type: | Article |
|---|---|
| Additional Information: | 181904108 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 17 Jan 2023 03:36 |
| Last Modified: | 17 Jan 2023 03:36 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/4823 |
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