Nessa, Karin Aurellya (2026) Pengaruh Brand Image, Word of Mouth, dan Persepsi Harga terhadap Minat Penggunaan Transportasi Wira Wiri Suroboyo di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of brand image, word of mouth, and price perception on the interest in using Wira Wiri Suroboyo transportation in Surabaya City. The background of this study is based on the low public interest in using public transportation compared to private vehicles, even though the government has introduced various transportation service innovations. Wira Wiri Suroboyo as a feeder transportation shows an increase in the number of passengers, but its utilization is still not optimal. This study uses a quantitative approach with a survey method. Data were collected through distributing questionnaires to 150 respondents who met the research criteria, then analyzed using multiple linear regression techniques to determine the influence between variables. The independent variables in this study include brand image, word of mouth, and price perception, while the dependent variable is usage intention. The results show that brand image, word of mouth, and price perception simultaneously have a positive and significant effect on the interest in using Wira Wiri Suroboyo. Partially, each variable also shows a positive and significant effect on usage intention. This indicates that improving brand image, spreading positive information among users, and appropriate price perception can increase public interest in using public transportation. This research is expected to provide practical contributions for local governments in formulating strategies to increase the use of public transportation, as well as providing theoretical contributions in the development of consumer behavior studies in the field of transportation services.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Karin Aurellya Nessa | ||||||||
| Date Deposited: | 12 May 2026 07:42 | ||||||||
| Last Modified: | 12 May 2026 07:56 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/51711 |
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