Analisis Harga, Kualitas Pelayanan, Kepercayaan, dan Promosi terhadap Keputusan Pembelian Tiket Kapal
Keywords:
Customer Trust, Promotion, Purchase Decision, Service Quality, Ticket PriceAbstract
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). 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. 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. Managerial implications suggest PT. PELNI prioritizes enhancing Promotion through digital media and maintaining the integrity and fairness embedded in Customer Trust and Price setting.
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