Analisis Pengaruh Kualitas Layanan terhadap Intensitas Pembelian (Studi kasus pada jasa transportasi kereta api kelas satwa pada lintasan kereta api daerah operasi (DAOP) VI Yogyakarta)

Rosyidah, Nuraini, Drs Harimurti Subanar

2007 | Skripsi | S1 Extention - Management

A Lot of competitor of transportation business become a threat for PT. KAI, like domestic airline and travel agency. PT KAI have to create the excellence strategic in competing (competitive advantage) and have to meet of customer needs and always give the satisfying service and finally give an effect in consumer purchasing and loyalty consumer . This aim of this research is want to know: (1) What dimension of service quality (tangibles, reliability, responsibility, assurance and empathy) simultaneously have an significant effect on purchase intention of consumer train transportation service of Satwa class at train trajectory in operate area VI Yogyakarta. ( 2) Which service quality dimension having an effect on dominant to purchase intention of consumer train transportation service of Satwa class at train trajectory in area operate VI Yogyakarta. This object research is executive train of Satwa class at train trajectory in operate area VI Yogyakarta. By taking responder 100 people of train passenger of Satwa class, obtained a primary data and then analyst by multiple regression. Result from linear regression between tangibles, reliability, responsibility, assurance and empathy to purchase intention that is: Y = 1,188 +0,034 X1 + 0,069X2 + 0,083X3 + 0,068X4 + 0,063X5 and then on tested with the F test obtained that Fcalculate: 21.072 and Ftables: 2.311. Fcalculate > Ftables, so that dimension of service quality (tangibles, reliability, responsibility, assurance and empathy) simultaneously have an significant effect on purchase intention. And then on tested with t test, that dimension of service responsiveness represent the most having an effect on service quality dimension to purchase intention of consumer train transportation service of Satwa class at train trajectory in operate area VI Yogyakarta, where result of coefficient regression indicate that the dimension responsiveness have the biggest value: 0.083.

Keyword: service quality, tangibles, reliability, responsibility, assurance, empathy and purchase intention.

Kata Kunci : Kualitas Layanan; Jasa Transportasi Kereta Api; Intensitas Pembelian