Pengaruh pemasaran kreatif, loyalitas, ketepatan waktu, dan citra perusahaan terhadap keputusan pembelian tiket Feri

Abstract

Purchasing decisions in the domestic maritime transport sector are a crucial aspect for the operational sustainability of shipping companies. This study aims to analyze the partial influence of Creative Marketing (X1), Timeliness (X2), Customer Loyalty (X3), and Corporate Image (X4) on the Purchase Decision (Y) for tickets of the KM. Kirana 1 vessel serving the Sampit-Semarang route. The methodology employed is quantitative descriptive research, with the population being KM. Kirana 1 passengers during the May–October 2022 period (N=6,109). The research sample consisted of 100 respondents selected using the purposive sampling technique.1 Data were analyzed using Multiple Linear Regression with the aid of the Statistical Package for Social Science (SPSS) Version 25. The regression analysis results indicate that all four independent variables exert a positive and significant influence on the Purchase Decision (Y). Creative Marketing (X1) is identified as the most dominant factor driving the purchasing decision, evidenced by the highest regression coefficient of 0.335, followed by Timeliness (X2) at 0.291.1 The regression model possesses substantial explanatory power, with an Adjusted R Square value of 0.619 (61.9%). These findings imply that within the context of affordable ferry services, market strategies oriented toward immediate appeal (promotions and location) tend to be more effective in triggering transactions compared to long-term reputational factors.