Eko, Setyo (2025) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN TIKET KERETA API BLAMBANGAN EKSPRES RUTE SEMARANG-SURABAYA MELALUI APLIKASI ACCESS BY KAI DI STASIUN SEMARANG TAWANG BANK JATENG. SKRIPSI.
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Abstract
This study analyzes the factors influencing the purchasing decision of Blambangan Express train tickets through the Access by KAI application at Semarang Tawang Station. The main issue addressed is the fluctuation in the number of passengers. The research examines the effects of trust, ease of use, digital promotion, and price to provide strategic recommendations for PT KAI’s digital services. A quantitative survey approach was applied, with data collected through questionnaires distributed to passengers of the Blambangan Express. The analysis technique employed was multiple linear regression to test the effects of the four independent variables on ticket purchase decisions via the Access by KAI application. The findings reveal that trust, ease of use, digital promotion, and price have a positive and significant effect on purchasing decisions. The regression equation obtained is Y = -2.469 + 0.189X₁ + 0.392X₂ + 0.196X₃ + 0.162X₄. Hypothesis testing confirms that all variables significantly influence purchasing decisions, with ease of use identified as the most dominant factor. The adjusted R-square value of 71.1% indicates that these variables explain the majority of variations in purchasing decisions. The study suggests that PT KAI should enhance transparency, improve application usability, optimize digital promotions, and maintain competitive pricing to strengthen consumer loyalty. Keywords: Trust, Ease of Use, Digital Promotion, Price, Purchase Decision.
| Item Type: | Article |
|---|---|
| Additional Information: | 212204030 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 15 Sep 2025 04:03 |
| Last Modified: | 15 Sep 2025 04:03 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/6745 |
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