Faktor Pengaruh Keputusan Pembelian Tiket KM. Dharma Kartika VII

Abstract

Service quality refers to the level of accuracy in meeting the needs and expectations of customers. Meanwhile, facilities are the physical amenities provided by service providers to enhance consumer comfort. Price perception also influences purchasing decisions, while company image is the result of customers comparing the attributes of a company. SPSS Version 25 is used to analyze data related to purchasing decisions. The results of the t-test hypothesis testing show that service quality, facilities, price perception, and company image have a positive and significant partial influence on purchasing decisions. Based on this research, it was found that the multiple linear regression model produces the following equation: Y = 1.821 + 0.271X_1 + 0.193X_2 + 0.197X_3 + 0.186X_4 + µ. The equation results show that the service quality variable (X1) has a t-value of 2.756 > t-table 1.985, the facilities variable (X2) has a t-value of 2.156 > t-table 1.985, the price perception variable (X3) has a t-value of 2.052 > t-table 1.985, and the company image variable (X4) has a t-value of 2.115 > t-table 1.985. Furthermore, the Adjusted R2 value of 0.529 indicates that the independent variables, namely service quality, facilities, price perception, and company image, explain 52.9% of the variation in purchasing decisions, while the remaining 47.1% is influenced by other variables not included in this study, such as product promotions, timeliness, and ship schedules.