Pengaruh Kualitas Jasa dan Citra Merek Terhadap Keputusan Konsumen Dalam Memilih Jasa Transportasi Darat Pada PT.ALS Medan

Abstract

The purpose of this study was to determine how the influence of service quality and brand image on consumer decisions in choosing land transportation services at PT. ALS Medan. This type of research is quantitative research, where variables are measured on a Likert scale. Data collection method is done by interview (interview). With a questionnaire and study documentation. The population in this study were all PT. ALS, sampling with the saturated sampling method or better known as the census. In this study the sample used was 98 passengers. Data processing using SPSS version 22, with descriptive analysis and hypothesis testing multiple regression analysis. The results of this study indicate that: (1) partially service quality variables affect consumer decisions at PT. ALS. (2) partially brand image variables affect consumer decisions at PT. ALS. (3) simultaneously there is a positive and significant effect between service quality variables and brand image influencing consumer decisions at PT. ALS.