Pengaruh Citra Merek Terhadap Minat Beli Tiket Kereta Api. (The Influence of Brand Image on Interest in Buying Train Tickets).

Fiqri, Fiqri (2024) Pengaruh Citra Merek Terhadap Minat Beli Tiket Kereta Api. (The Influence of Brand Image on Interest in Buying Train Tickets). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The land transportation industry is a very important factor in Indonesia. Land transportation is the backbone of population mobility, goods distribution, and inter�city and inter-provincial connectivity. The land transportation industry in Indonesia is a competitive environment, with a variety of players offering various transportation options for people and businesses. In this case, the brand image of PT. Kereta Api Indonesia (Persero) has a significant influence on purchasing interest. This research aims to determine the effectiveness of the influence of brand image on interest in buying train tickets. This research uses a quantitative approach by distributing questionnaires to 125 members of the members of the general public in the city of Surabaya with explanatory analysis and simple linear regression. The results of this research show that brand image has a significant effect on interest in buying train tickets, with a very strong correlation between variables with a value of 77.7%. Apart from that, other results show that there is an influence with a value of 60.3% between the brand image variable and the interest in buying train tickets variable.

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