PENGARUH HARGA DAN KUALITAS LAYANAN TERHADAP PERMINTAAN JASA TRANSPORTASI TRAVEL: Survey pada Konsumen Travel di Kota Bandung

Salsabella, Tamara Nizma (2017) PENGARUH HARGA DAN KUALITAS LAYANAN TERHADAP PERMINTAAN JASA TRANSPORTASI TRAVEL: Survey pada Konsumen Travel di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh harga dan kualitas layanan terhadap permintaan jasa transportasi travel di Kota Bandung. Penelitian ini dilatarbelakangi oleh menurunnya permintaan terhadap jasa transportasi travel di Kota Bandung. Subjek dalam penelitian in, yaitu konsumen travel di Kota Bandung. Metode penelitian yang digunakan adalah survey eksplanatori. Teknik pengumpulan data dilakukan dengan menyebarkan angket kepada responden dengan teknik proportional accidental sampling atau sampling aksidental dengan sampel sebanyak 366 responden. Teknik analisis data menggunakan regresi linier berganda. Hasil penelitian menunjukan bahwa: (1) Variable kualitas layanan berada pada kategori tinggi, artinya bahwa layanan yang diberikan perusahaan sesuai dengan keinginan konsumen, (2) kualitas layanan berpengaruh secara signifikan dengan arah positif terhadap permintaan konsumen, artinya ketika kualitas layanan meningkat maka permintaan akan meningkat, (3) harga tidak berpengaruh secara signifikan terhadap permintaan konsumen.

Kata Kunci : Permintaan, Harga, Kualitas Layanan, Konsumen
This study aims to look at the influence of price and service quality on demand of travel transportation in Bandung City. The problem in this research is the decrease in demand of travel transportation in Bandung. The subjects in this study were consumer travel in Bandung. The method used was a survey explanatory. Data was collected by distributing questionnaires to the respondents with proportioned accidental sampling technique or accidental sampling with a sample of 366 respondents. Analysis using multiple linear regression. The results showed that: (1) variable of service quality that are in the moderate category, it means the service from the company same with consumer expectation, (2) service quality variables influence significantly the positive direction to consumer demand, it means that when service quality rise, consumer demand will increase, (3) price variables not influence significantly to consumer demand.

Keywords: Demand, Price, Service Quality, Consumer.

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Item Type:	Thesis (S1)
Additional Information:	No. Panggil: S_PEK_SAL_p-2017; Pembimbing : I. A. Jajang W. Mahri, II. Neti Budiwati
Uncontrolled Keywords:	Permintaan, Harga, Kualitas Layanan, Konsumen
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Ekonomi
Depositing User:	Mr. Cahya Mulyana
Date Deposited:	22 Jan 2018 02:12
Last Modified:	22 Jan 2018 02:12
URI:	http://repository.upi.edu/id/eprint/28620

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