Pengaruh Kualitas Layanan Terhadap Keputusan Pembelian Pada Perusahaan Travelogin Tour And Travel (Studi Pada Mahasiswa Universitas Sriwijaya)
DOI:
https://doi.org/10.31851/jmwe.v21i2.16094Abstract
ABSTRAK
Travel Tour and Travel merupakan perusahaan yang bergerak di bidang jasa perjalanan wisata. Strategi yang digunakan adalah Kualitas Layanan. Penelitian ini bertujuan menganalisis pengaruh kualitas layanan terhadap keputusan pembelian pada perusahaan Travelogin Tour and Travel (Studi pada Mahasiswa Universitas Sriwijaya). Populasi pada penelitian ini berjumlah 1260 orang berdasarkan data perusahaan mahasiswa Universitas Sriwijaya yang sudah pernah menggunakan perjalanan wisata. Sampel yang digunakan pada penelitian ini berjumlah 90 orang menggunakan rumus slovin. Penelitian ini menggunakan uji analisis deskriptif, uji asumsi klasik, regresi linear berganda, dan uji koefisien determinan. Hasil penelitian menunjukkan variabel tangible, emphaty, responsiveness, dan assurance berpengaruh secara signifikan. Sedangkan variable reliability tidak berpengaruh secara signifikan terhadap keputusan pembelian pada perusahaan Travelogin Tour and Travel.
Kata Kunci: Kualitas Layanan, Keputusan Pembelian
ABSTRACT
Travelogin Tour And Travel is a company that operates in the field of tourist travel services. The strategy used is Service Quality. This research aims to analyze the influence of service quality on purchasing decisions at the Travelogin Tour and Travel company (Study of Sriwijaya University Students). The population in this study was 1260 people based on company data from Sriwijaya University students who had used tourist trips. The sample used in this research was 90 people using the Slovin formula. This research uses descriptive analysis tests, instruments, classical assumptions, hypotheses, multiple linear regression, and coefficient of determination. The research results show that the variables Tangible, Emphaty, Responsiveness, and Assurance have a significant effect. Based on the research results, the Reliability variable does not significantly influence purchasing decisions at the Travelogin Tour and Travel company..
Keywords : Quality of Service, Purchasing Decision.
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