Analisis harga, kualitas pelayanan, kepercayaan, dan promosi terhadap keputusan pembelian tiket kapal

Abstract

This research aims to analyze the partial influence of ticket price (X_1), service quality (X_2), customer trust (X_3), and promotion (X_4) on ship ticket purchase decisions (Y) at PT. PELNI Semarang Branch. Employing an associative quantitative method with a sample of 100 passenger respondents (N=100), the data were analyzed using multiple linear regression (SPSS 22.0). The model demonstrated a strong explanatory power, accounting for 55.3% of the variation in purchase decisions (R_{Adjusted}^2 = 0.553) [1]. The t-test results indicate that all independent variables (X_1, X_2, X_3, X_4) have a positive and significant influence on purchase decisions. The Promotion variable (X_4) shows the strongest individual influence (beta = 0.368, t=4.777), highlighting the critical nature of effective information dissemination in maritime services [1]. Customer trust (X_3) is also proven highly vital (\beta = 0.249), ranking similarly to Service Quality (X_2) (\beta = 0.258), affirming the essential role of State-Owned Enterprise (BUMN) integrity and assurance in mitigating perceived maritime risk [1]. Managerial implications suggest PT. PELNI prioritizes enhancing Promotion through digital media and maintaining the integrity and fairness embedded in Customer Trust and Price setting.