AFIF, FAUZAN AHMAD (2023) ANALISIS PENGARUH FAKTOR HARGA, KUALITAS LAYANAN, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TIKET PESAWAT DI BANDARA AHMAD YANI SEMARANG. SKRIPSI.
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NAMA.AFIF FAUZAN AHMAD.NIM.202304006.pdf Download (3MB) |
Abstract
ABSTRACT The purpose of this study was to determine whether or not there was an effect of price, service quality and promotion on the decision to purchase a Sriwijaya AIR ticket. The sample in this study was 97 Sriwijaya Air aircraft users at General Ahmad Yani International Airport, Semarang with the Semarang-Jakarta route, with sampling using purposive sampling. Data analysis used in this study was descriptive analysis and quantitative analysis, data were analyzed using multiple linear regression analysis with the help of (software) Statistical Package For Social Science (SPSS) version 26. The results of the research by testing the hypothesis t-test partially showed that price, service quality and promotion have a positive and significant effect on the decision to purchase a Sriwijaya AIR ticket Based on the research results, it can be seen that the research model of the multiple linear regression equation is Y= 1,443 + 0,266 X1 + 0,244 X2 + 0,159 X3 + µ. From the regression equation, it can be seen that the most dominant variable influencing the increase in the number of passengers is the price variable with a regression coefficient of 0,266. And the R2 test (Adjust R Square) obtained a result of 0,611 or 61,1%, which means that ticket purchase decisions are influenced by price, service quality and promotion, namely 61,1% and other factors that influence ticket purchasing decisions by 38,9% or 0,389. The conclusion from the research results is that the indicator of price compatibility with benefits is quite good, but it must be further improved so that the price offered to consumers is in accordance with the quality of the services offered. The empathy indicator is good enough but it needs to be further improved so that the quality of service at Sriwijaya Air can give a good impression and not differentiate one from another. airline Sriwijaya Air in accordance with what is in the field Keyword : Price, Service Quality, Promotion And Ticket Purchasing Decision
| Item Type: | Article |
|---|---|
| Additional Information: | 202304006 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 28 Aug 2023 05:25 |
| Last Modified: | 28 Aug 2023 05:25 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/5555 |
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