FRANSISKUS, RENALDI BILI (2023) ANALISIS PENGARUH CITRA PERUSAHAAN, PROMOSI DAN KUALITAS PELAYANAN TERHADAP PENINGKATAN JUMLAH PENUMPANG ( Studi kasus Pada Pesawat Sriwijaya Air Rute Semarang – Jakarta ). SKRIPSI.
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Abstract
This research is motivated by the increasing needs of society, including in the field of air transportation. Air transportation is one of the most popular types of transportation in today's society. As time goes by, the demand for servicesusing airtransportationisincreasinganditisdemandedtobefulfilled.SriwijayaAir,as acompanyengagedinairtransportationservices,willalwaysprovidethebestand satisfyingservice. This study aims to determine the effect of flight fares, company image, promotion and service quality partially on the increase in the number of passengers on the Sriwijaya Air Airplane Semarang-Jakarta route.The population in this study were customers or passengers of the Sriwijaya Air aircraft on the route of Semarang - Jakarta in June - July 2021 and the sample of this study was 100 respondents. The sampling technique is nonprobability sampling with the type of sampling, namely sampling isidental. 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 helpof (software)Statistic Package for Social Science (SPSS) version 23. The results of the research by testing the t-test hypothesis partially show that flight fares, company image, promotion and service quality have a positive and significant effect on the increase in the number of passengers. Based on the research results, it can be seen that the research model of the multiple linear regression equation is: Y = - 2,624 + 0,680.X1 + 0,448.X2 + 0,337.X3 + µ. From the regression equation, it can be seen that the variable that has the most dominant influence on increasing the number of passengers is the service quality variable with a regression coefficient of 0.680. AndtheR2 (RSquare) testresultsina 0.567 or 56.7 %result, whichmeansthatthe increaseinthenumberofpassengersontheSriwijayaAiraircraftontheSemarang - Jakarta route is influenced by variable flight fares, company image, promotion andservicequality,whichis56.7%.andotherfactorsthataffecttheincreaseinthe number of passengers on the Sriwijaya Air Airplane route Semarang - Jakarta by 38.1% or0.381 Keywords: corporateimage,promotion,service quality and increased number of passengers.
| Item Type: | Article |
|---|---|
| Additional Information: | 171804088 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 08 May 2023 07:36 |
| Last Modified: | 08 May 2023 07:36 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/5256 |
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