Analisis faktor-faktor yang mempengaruhi keputusan pembelian tiket pada jasa transportasi Mawar Tour & Travel Pekalongan
Keywords:
Perceived Price, Ease of Access, Quality of Service, Brand ImageAbstract
Ticket Purchase Decision is influenced by various factors including price perception, ease of access, service quality, and brand image. All four have an important role in influencing Ticket Purchase Decisions. The purpose of this study was to determine whether there is influence of perceived price, ease of access, service quality, and brand image partially on ticket purchasing decisions at Mawar Tour & Travel transportation services. The sample in this study was 100 respondents who were passengers of Mawar Tour & Travel using incidental sampling. The analysis technique used is Multiple Linear Regression. Based on the analysis, the regression equation is obtained as follows: Y = 0.153 + 0.198X1 + 0.147X2 + 0.367X3 + 0.287X4 + µ. From the regression equation, it can be seen that the most dominant variable influencing passenger interest is service with a regression coefficient of 0.367, which shows the variable service quality. And the R2 test (Adjusted R Square) obtained a result of 0.528 or 52.8%, which means that the decision to buy a ticket is influenced by the variable price perception, ease of access, service quality, and brand image,That is equal to 52.8% and other factors that influence the decision to buy a ticket that is equal to 48.2%.
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