PENGARUH PEMBELIAN ONLINE TICKETING DAN SERVICE QUALITY TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna Kereta Api Lokal Rangkasbitung-Merak)

AMELINDA, RIRIN (2025) PENGARUH PEMBELIAN ONLINE TICKETING DAN SERVICE QUALITY TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna Kereta Api Lokal Rangkasbitung-Merak). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to examine the effect of online ticketing and service quality on purchase decisions with brand image as an intervening variable. The research method used is quantitative with a descriptive approach. This research collects data based on questionnaires, literature studies and observations. The population in this study were users of the Access by KAI application in the Lebak area, Serang City, Cilegon City, Tangerang City and DKI Jakarta aged 17-50 years and a sample of 90 respondents with purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4 analysis tool. This study has the results that online ticketing has a positive and significant effect on purchase decisions and product quality has a positive and significant effect on purchase decisions. Brand image can mediate the indirect effect of online ticketing and service quality on purchase decision.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	H.E.R TAUFIK, H.E.R TAUFIK	19641212200121001
Thesis advisor	RAMADHANSYAH, AGUS DAVID	197110222009121002

Additional Information:

Penelitian ini bertujuan untuk menguji pengaruh online ticketing dan service quality terhadap purchase decision dengan brand image sebagai variable intervening. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner, studi kepustakaan serta observasi. Populasi dalam penelitian ini adalah pengguna aplikasi Access by KAI di wilayah Lebak, Kota Serang, Kota Cilegon, Kota Tangerang dan DKI Jakarta yang berusia 17-50 tahun dan sampel sebanyak 90 responden dengan penarikan purposive Sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4. Penelitian ini memiliki hasil bahwa online ticketing berpengaruh postif dan signifikan terhadap purchase decision dan product quality berpengaruh positif dan signifikan terhadap purchase decision. Brand image dapat memediasi pengaruh tidak langsung online ticketing dan service quality terhadap purchase decision

Uncontrolled Keywords:

Online Ticketing, Service Quality, Brand Image, Purchase Decision. Online Ticketing, Service Quality, Brand Image, Purchase Decision.

Subjects:

H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HE Transportation and Communications
T Technology > T Technology (General)

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

Ririn Amelinda Ririn

Date Deposited:

23 May 2025 02:29

Last Modified:

23 May 2025 02:29

URI:

http://eprints.untirta.ac.id/id/eprint/48876

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