SAUT, PARULIAN PANGARIBUAN (2023) PENGARUH PEMASARAN KREATIF, LOYALITAS PELANGGAN, KUALITAS SISTEM, DAN KEMUDAHAN PENGGUNAAN TERHADAP MINAT BELI TIKET PADA APLIKASI KAI ACCESS (Studi Pada Pengguna Aplikasi KAI Access di Semarang). SKRIPSI.
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Abstract
ABSTRACT This research is motivated by the increasing needs of the community, including in the field of land transportation. Land transportation is one of the types of transportation that is most in demand by people today. PT. KAI as one of the companies engaged in land transportation services that will always provide the best and satisfying service. This study aims to determine the effect of creative marketing, customer loyalty, system quality and ease of use, on ticket buying interest in the KAI Access application. The sample in this study amounted to 100 respondents with quota sampling technique. Data analysis used in this study is descriptive analysis and quantitative analysis, data analysis using multiple linear regression analysis with the help of (software) Statistical Package For Social Science (SPSS) version 25. The test results with the t-test hypothesis testing percially show that creative marketing, customer loyalty, system quality and ease of use have a positive and significant effect on ticket buying interest in the KAI Access application. Based on the results of the study, it can be seen that the research model of the multiple linear regression equation is Y = -1.735 + 0.291.X1 + 0.256.X2 +0.247.X3 + 0.335. X4 + μ. The results of the multiple linear regression equation show that there is a partial positive influence between creative marketing on buying interest (count of 3.442 > table 1.98498), customer loyalty to buying interest (count of 2.398 > table 1.98498), system quality of buying interest (count of 2.892 > table 1.98498), ease of use of buying interest (tcount of 4.802 > ttable 1.98498). Keywords : Creative marketing, customer loyalty, system quality, ease of use and buying interest
| Item Type: | Article |
|---|---|
| Additional Information: | 192004223 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 21 Sep 2023 02:44 |
| Last Modified: | 21 Sep 2023 02:44 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/5639 |
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