Quality of Service, Quality Products, Promotion and Location on Customers' Behaviour Decision in Chosing Travel Agent of "Mika Tour" South Jakarta, Indonesia

Abstract

This research is based on the needs of the community to get the ease of doing the activity of the trip, either holiday trip, public trip, or business trip. Getting the best service and ease in getting the desired information related to the journey that will be done is the main goal that must be met. The fulfillment of the need for travel facilities should be considered, meet the various travel needs such as the choice of transportation, transportation tickets, lodging selection, the preparation of travel documents, etc., may take time and energy if done by the community itself, then from these conditions provides many opportunities to open the business of travel and travel services in order to fulfill the human desire to get the best travel facilities. Questionnaires were given to 84 respondents who are consumers of Mika Tour Budi Luhur Petukangan University of South Jakarta which was obtained by using Simple Random sampling technique. With the help of SPSS program for Windows 19.0 then conducted an analysis of the data obtained using data analysis in quantitative and qualitative. The results of the research showed quantitative analysis included validity test showing rth> rtable (0.215), reliability with cronbach's alpha> 0.60, normality of points following the diagonal line. Multiple linear regression through regression coefficient (R²) Adjusted R Square value of 81,4% indicates variation of purchasing decision which can be explained by variable Quality of service, Product quality, Promotion and Location, where the remaining 18,6% is explained by other factors beyond this study. Then from result of f test show ftable value <0,05, then t test show ttable value <0,05.Based on the analysis that has been done, it is concluded that the variable Quality of Service, Product Quality, Promotion and Location simultaneously have a positive and significant influence on the use decision.