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PENGARUH PROMOSI DAN PELAYANAN PRIMA TERHADAP KEPUTUSAN PEMBELIAN TIKET PESAWAT MASKAPAI DI PT GARUDA INDONESIA PEKANBARU
Oleh :
Anjanie Laras Sukma
ABSTRAK

Tujuan dari penelitian ini adalah untuk mengetahui Pengaruh Promosi danPelayanan Prima terhadap Keputusan Pembelian Tiket Pesawat Maskapai di PT Garuda Indonesia Pekanbaru. Tempat penelitian ini dilaksanakan pada PT Garuda Indonesia di Pekanbaru. Jumlah sampel penelitian ini sebanyak 97 konsumen dengan teknik pengambilan sampel nonprobability sampling. Metode pengumpulan data dalam penelitian adalah kuesioner dengan menggunakan
analisis linear berganda. Berdasarkan hasil penelitian bahwa hasil analisis linear berganda menghasilkan nilai Y = 5.205 + 0.348 X1 + 0.284 X2, dan hasil uji t sebesar Promosi (X1) menggunakan uji t dengan t hitung = 3.161 > t tabel 1.98552. Pelayanan Prima (X2), menghasilkan t hitung = 3.981 > t tabel 1.98552. Hasil uji F F hitung > F tabel (42.924 > 3.09) dan tingkat signifikansi 0,000 < 0.05 dan hasil uji koefisien determinasi menghasilkan nilai Adjusted R Square = 0,466, artinya 46,6% secara simultan variabel Promosi (X1) dan Pelayanan Prima (X2)memberikan kontribusi terhadap variabel Keputusan Pembelian (Y) sebesar 46,6% sisanya 53,4% dipengaruhi faktor lain yang tidak diamati dalam penelitian ini.

Kata Kunci : Promosi, Pelayanan Prima, Keputusan Pembelian Konsumen,Pemasaran.

THE EFFECT OF PROMOTION AND EXCELLENT SERVICES ON AIRLINE TICKET PURCHASE DECISIONS AT PT GARUDA INDONESIA PEKANBARU

Anjanie Laras Sukma
ABSTRACT

The purpose of this study was to determine the Effect of Promotion and Excellent Service on Airline Ticket Purchase Decisions at PT Garuda Indonesia Pekanbaru. The place of this research was carried out at PT Garuda Indonesia in Pekanbaru. The number of samples in this study were 97 consumers with nonprobability sampling techniques. The method of data collection in this research is a questionnaire using multiple linear analysis. Based on the results of the study that the results of multiple linear analysis resulted in the value of Y = 5.205 + 0.348 X1 + 0.284 X2, and the results of the t test of Promotion (X1) using the t test with t count = 3.161 > t table 1.98552. Excellent Service (X2), resulting in t count = 3.981 > t table 1.98552. The results of the FF count > F table (42,924 > 3.09) and the significance level of 0.000 < 0.05 and the results of the coefficient of determination test the value of Adjusted R Square = 0.466, meaning that 46.6% simultaneously the Promotion variable (X1) and Excellent Service (X2) provide the contribution to the Purchase Decision (Y) variable is 46.6%, the remaining 53.4% is influenced by other factors not observed in this study.

Keywords : Promotion, Excellent Service, Purchase Decisions, Consumer,
Marketing