Eriekson, Christnugroho Satrioyudhantyo (2025) Pengaruh Citra Merek, Harga, Dan Kualitas Pelayanan Terhadap Minat Beli Tiket Kereta Api Multiplatform (Studi Access by KAI, Tiket.com, dan Traveloka). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of brand image, price, and service quality on the purchase intention of train tickets across three digital platforms (Access by KAI, Tiket.com, Traveloka). The research object focuses on these three platforms with a descriptive quantitative research nature. The research method utilizes a survey via online questionnaires distributed to 100 active respondents, analyzed through validity tests, reliability tests, classical assumption tests, and multiple linear regression (SPSS 25). Research results show: (1) Significant simultaneous influence (F=22.724; p=0.000; R²=41.5%); (2) Partially, only brand image has a significant influence (β=0.548; p=0.000), while price and service quality are insignificant. Conclusion: Brand image is the key factor in increasing purchase intention, while price and service quality must be maintained as baseline standards. Theoretical implications reinforce the role of brand equity in multiplatform consumer behavior, while practically, these findings serve as a foundation for formulating competitive digital marketing strategies.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Christnugroho Satrioyudhantyo Eriekson | ||||||||
| Date Deposited: | 10 Jun 2025 06:29 | ||||||||
| Last Modified: | 10 Jun 2025 06:29 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37192 |
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