DEDEH, PEBRIANINGSIH (2023) FAKTOR FAKTOR YANG MEMPENGARUHI PEMILIHAN MODA JASA TRANSPORTASI BERBASIS ONLINE (GRAB) DI KOTA JAMBI (Studi Pada Penumpang Dengan Berbasis Aplikasi Online). SKRIPSI.
![[img]](http://repository.unimar-amni.ac.id/style/images/fileicons/text.png) |
Text
DEDEH PEBRIANINGHSIH . NIM.212404031.pdf Restricted to Repository staff only Download (3MB) |
Abstract
In responding to transportation needs, the choice of mode becomes the basis that can influence the user's choice to choose various types of services that are currently developing. In an era of rapid development and population growth, humans tend to choose transportation that is fast and affordable. Society will demand price, Brand Image, comfort and promotion, so that service users are more careful in choosing everything that can be used as needed. The purpose of this study was to determine whether there is a partial effect of price, brand image, convenience and promotion on the choice of mode of Grab transportation services in Jambi City. In this study, the objects taken were users of the Grab mode of transportation in Jambi City, with a sample of 100 respondents. Data sources include primary and secondary data using multiple linear regression data analysis techniques with the IBM SPSS V.26 application tool which produces a regression equation. Shows that there is a positive and significant effect partially between price on modal selection (tcount 4.014 > ttable 1.985), Brand Image on modal selection (tcount 2.820 > ttable 1.985), Convenience towards modal selection (tcount 3.589 > ttable 1.985), Promotion of election mode (tcount 3.208 > ttable 1.985). The coefficient of determination gets an Rsquare value of 0.792, thus 79.2%, the remaining 20.8& (100% -79.2%) is caused by other factors. Keywords: Price, Brand Image, Convenience, Promotion, Mode Selection.
| Item Type: | Article |
|---|---|
| Additional Information: | 212404031 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 06 Jun 2023 07:29 |
| Last Modified: | 06 Jun 2023 07:29 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/5316 |
Actions (login required)
 |
View Item |