ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS KONSUMEN DALAM MENGGUNAKAN TRANSPORTASI UMUM ANGKUTAN KOTA DI KOTA BEKASI (Studi Pada Biskita Trans Bekasi Patriot)

KAUTSAR, ALHAMI NOER (2025) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS KONSUMEN DALAM MENGGUNAKAN TRANSPORTASI UMUM ANGKUTAN KOTA DI KOTA BEKASI (Studi Pada Biskita Trans Bekasi Patriot). SKRIPSI.

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Abstract

This study aims to analyze the influence of promotional strategies, price perception, service quality, and brand image on consumer loyalty among Kita Trans Bekasi Patriot bus users. The research background is based on the importance of affordable, comfortable public transportation that builds public trust and loyalty. The research method used was quantitative with a multiple linear regression approach, utilizing primary data obtained through questionnaires distributed to 100 Kita Trans Bekasi Patriot bus passengers. The results of the study indicate that the research instrument is valid and reliable. Classical assumption tests including normality, multicollinearity, heteroscedasticity, and autocorrelation tests prove that the regression model is suitable for use. The regression equation obtained is Y = -2.323 + 0.337X1 + 0.206X2 + 0.375X3 + 0.288X4 + µ, with an Adjusted R² value of 0.792, which means that 79.2% of the variation in consumer loyalty is influenced by independent variables, while 20.8% is influenced by other factors outside the study. Partially, the variables of promotional strategy, price perception, service quality, and brand image have a positive effect on consumer loyalty. The study's conclusions confirm that the better the promotional strategy, appropriate pricing, optimal service quality, and positive brand image, the higher the level of consumer loyalty to BisKita Trans Bekasi Patriot. These results are expected to provide input for management in improving marketing strategies and the quality of public transportation services. Keywords : Promotion Strategy, Price Perception, Service Quality, Brand Image, Consumer Loyalty, BisKita Trans Bekasi Patriot.

Item Type: Article
Additional Information: 212204131
Subjects: Transportasi
Divisions: Program Studi > S1-Transportasi
Depositing User: AMNI Perpustakaan Semarang
Date Deposited: 22 Sep 2025 04:23
Last Modified: 22 Sep 2025 04:23
URI: http://repository.unimar-amni.ac.id/id/eprint/6763

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