PENGARUH HARGA DAN TANGIBLE TERHADAP KEPUTUSAN PENGGUNAAN TRANSPORTASI UMUM PADA PERUM. DJAWATAN ANGKUTAN MOTOR REPUBLIK INDONESIA (DAMRI) KOTA JAMBI

Risa Rizkian, Risa Rizkian (2022) PENGARUH HARGA DAN TANGIBLE TERHADAP KEPUTUSAN PENGGUNAAN TRANSPORTASI UMUM PADA PERUM. DJAWATAN ANGKUTAN MOTOR REPUBLIK INDONESIA (DAMRI) KOTA JAMBI. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT RISA RIZKIANI / 180086120176 / FACULTY OF ECONOMICS / MANAGEMENT / MARKETING CONCENTRATION / 2022 / THE EFFECT OF PRICES AND TANGIBLE ON DECISIONS TO USE PUBLIC TRANSPORTATION AT PERUM. DGATE OF MOTOR TRANSPORTATION OF THE REPUBLIC OF INDONESIA (DAMRI) CITY OF JAMBI. The purpose of this study was to determine the description of prices, tangibles and purchasing decisions at Perum. Djawatan Motor Transport of the Republic of Indonesia, Jambi City. As well as to determine the effect of price and tangible on purchasing decisions at Perum. Djawatan Motor Transport of the Republic of Indonesia, Jambi City. To answer the research objectives, the authors use theoretical studies related to research variables, namely price theory, tangible theory, and purchase decision theory. In addition, the author also seeks relevant research in the form of previous articles/journals and theses to support this research. This study uses a quantitative descriptive method. The population in this study is the Jambi community who use Trans Seginjai at Perum. Djawatan Motor Transport of the Republic of Indonesia (Damri) Jambi City, with a sample of 100 people. The analysis technique used multiple linear, continued to test r Square and partially test the hypothesis with the t test, and simultaneously with the F test. From the data processing performed, the regression equation Y= 0.037 + 0,57.X1 + 0,007.X2 + e.. Meanwhile, from the hypothesis testing conducted, it can be concluded that the price and tangibles simultaneously and partially have a positive and significant influence on purchasing decisions at Perum. Damri Jambi city. Based on the results of data analysis and discussion in this study, it can be concluded that the price, tangible and perceived purchase decisions are good and quite good. Keywords; consumer perceptions, purchasing decisions.

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