TIARA, KARTIKA SARI (2023) ANALISIS BRAND IMAGE, KUALITAS PELAYANAN, HARGA, DAN PROMOSI YANG BERPENGARUH TERHADAP KEPUTUSAN PEMBELIAN TIKET KA JOGLOSEMARKERTO. SKRIPSI.
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Abstract
ABSTRACT The purpose of this study was to determine whether or not the influence of customer experience, E-Service Quality, E-WORD of mouth and the decision to purchase train tickets through the Kai Access Passenger Train Application Daop 4 Semarang Station. The sample in this study was 100 respondents who use train ticket services through the Kai Access application. By using the probability sampling technique, namely by random 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 25. The results of the research by testing the hypothesis t-test partially showed that Customer experience, E-Service Quality, and E-Word of mouth have a positive and significant effect on purchasing decisions. Based on the research results, it can be seen that the research model of the multiple linear regression equation is Y = 0.427 + 0.349X1 + 0.298.X2 + 0.332.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 E-word of mouth variable with a regression coefficient of 0.427. And the R2 test (Adjusted R Square) obtained a result of 0.614 or 61.4%, which means that purchasing decisions are influenced by the variable customer experience, E-Service Quality and E-Word of mouth, namely 61.4% and other factors that influence passenger decision of 38.6% or 0.386. Keywords: Customer experience, E-Service Quality, E-Word of mouth and Purchase decision.
| Item Type: | Article |
|---|---|
| Additional Information: | 192004236 |
| 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/5572 |
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