Aprianto, David (2015) Service Marketing Mix and Its Influence on Passengers Buying Decision” (A study at Executive Class of Bima Train for Surabaya - Malang route in PT. Kereta Api Indonesia (Persero) DAOP VIII). Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan penelitian ini adalah untuk menguji bauran pemasaran jasa dan pengaruhnya terhadap keputusan pembelian penumpang memilih kereta api Bima rute Surabaya – Malang. Penelitian ini memfokuskan untuk melihat pengaruh produk, harga, promosi, lokasi, orang, bentuk fisik dan proses terhadap keputusan pembelian penumpang. Sampel dalam penelitian ini adalah penumpang kereta api Bima. Teknik sampling yang digunakan adalah purposive sample dan instrumen penelitian diuji dengan menggunakan uji validitas dan uji reabilitas. Pengujian hipotesis dilakukan dengan menggunakan uji t dari analisis regresi berganda. Hasil penelitian menunjukkan bahwa produk, promosi, bentuk fisik dan proses berpengaruh secara signifikan terhadap keputusan pembelian penumpang. Sedangkan harga, lokasi dan orang tidak berpengaruh secara signifikan.
English Abstract
The aim of this research is to examine the service marketing mix and its influence on passengers buying decision in choosing the executive class of Bima train for Surabaya – Malang route. It focuses on investigation to reveal the effect of product, price, promotion, place, people, physical evidence and process on passengers buying decision. The samples of this research passengers of Bima train for Surabaya – Malang route. The sampling technique used was purposive sampling and the research instrument was tested using validity and reliability test. The hypotesis was tested using t test from multiple regression analysis. The result shows that product, promotion, physical evindence and process have significant effects on passengers buying decision. whilst, price, place and people have not significant effects on passengers buying decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2015/114/051502202 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 19 Mar 2015 11:29 |
| Last Modified: | 28 Oct 2021 06:52 |
| URI: | http://repository.ub.ac.id/id/eprint/107681 |
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