ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN DALAM MENGGUNAKAN TRANSPORTASI UMUM ANGKUTAN KOTA DI KOTA BOGOR (Studi pada Biskita Trans Pakuan)

DAFFA, MUJAHID AL HAYYU (2024) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN DALAM MENGGUNAKAN TRANSPORTASI UMUM ANGKUTAN KOTA DI KOTA BOGOR (Studi pada Biskita Trans Pakuan). SKRIPSI.

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Abstract

In this study, four variables of promotional strategy research, consumer behavior, price and service quality were analyzed as independent variables that affect the dependent variable, namely consumer decisions in choosing city transportation in the Bogor Regency area. The formulation of the problem, research objectives and hypotheses in this study were to analyze the positive and significant influence individually between the independent variables, namely promotion strategy, consumer behavior, price and service quaality on the dependent variable, namely consumer decisions in choosing modes of city transportation in the Bogor Regency area. In this study, the objects taken were users of city transportation services in the Bogor Regency area. Data sources include primary and secondary data. The sample in this study were 100 respondents who are users of city transportation services in the Bogor Regency area. The data analysis technique is multiple linear regression technique and with SPSS 26 statistical tools based on research results and data analysis the regression equation is produced: Y = -2.323 + 0.337��1 + 0.206��2 + 0.375��3 + 0.288 ��4 + µ The results of the multiple linear regression equation show that there is a positive and significant influence partially between promotional strategies on consumer decisions (t count = 4.014 > t table = 1.98498), consumer behavior on consumer decisions (t count = 2.820 > t table = 1 .98498), price on consumer decisions (t count = 3.589 > t table = 1.98498), service quality on consumer decisions (t count = 3.208 > t table = 1.98498) while the coefficient of determination gets an Adjusted R square value of 0.792 thus 79.2% variation of the dependent variable Consumer Decisions can be explained by variations of the four independent variables namely promotion strategy, consumer behavior, price and service quality. While the remaining (100% - 79.2% = 20.8%) is influenced by other variables outside of this study such as Quality of Service, Facilities and Timeliness. Thus, it can be concluded that promotional strategies, consumer prices, prices and service quality have a positive and significant effect on consumer decisions in using Biskita Transpakuan public transportation. Keywords : Promotional Strategy, Consumer Behavior, Price and Service Quality.

Item Type: Article
Additional Information: 202104051
Subjects: Transportasi
Divisions: Program Studi > S1-Transportasi
Depositing User: AMNI Perpustakaan Semarang
Date Deposited: 30 Aug 2024 07:31
Last Modified: 30 Aug 2024 07:31
URI: http://repository.unimar-amni.ac.id/id/eprint/6198

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