RENDI, OKTA WIJAYA (2023) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS PENGGUNA JASA TRANSPORTASI KERETA API RAJABASA DI STASIUN KERTAPATI PALEMBANG. SKRIPSI.
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Abstract
ABSTRACT In response to transportation needs, loyalty becomes the basis that can influence consumer choices to choose various types of services that are developing today. In an era of rapid development and population growth, humans tend to choose fast and affordable transportation. The community will demand price perception, service quality, trust and satisfaction, so that service users are more careful in choosing everything that can be used as needed. The purpose of this study is to determine whether there is a partial influence of service quality, brand image and innovation on customer loyalty of the Rajabasa Train at Kertapati Station Palembang. In this study, the object taken was the passengers of the Rajabasa Train at Kertapati Station Palembang, with a sample of 100 respondents. Data sources include primary and skunder data Using multiple linear regression data analysis techniques with tools IBM V.25 SPSS application resulting in regression equation Y= 0,533+0,223 X1+0,460 X2+0,245 X3+μ. Shows that there is a partial positive and significant influence between Service Quality on Customer Loyalty (t count 2.580 > t table 1.98447), Brand image on Customer loyalty (t count 4.047 > t table 1.98447), Innovation on Customer loyalty (t count 2.597 > t table 1.98447). Individually Service Quality, Brand Image and Innovation affect Customer Loyalty. The coefficient of determination gets an Adjusted R square value of 0.619%, thus 61.9%, the remaining 38.1% (100%-61.9%) is caused by other factors. Keywords: Service quality, Brand image, Innovation, Customer loyalty
| Item Type: | Article |
|---|---|
| Additional Information: | 192004198 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 28 Aug 2023 05:26 |
| Last Modified: | 28 Aug 2023 05:26 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/5569 |
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