Title: ANALYSIS OF SEVERAL FACTORS THAT INFLUENCE CONSUMER DECISIONS USING THE UJUNG KAMAL FERRY VESSEL ACROSS EAST JAVA.

Authors: Ady Soejoto

Item Type: Thesis

Affiliations: Master of Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

The study focuses on the analysis of consumer differences and the analysis of several factors that influence consumer decisions regarding ferry users. The analysis of differences includes the status, purpose, and source of consumer information regarding the use of ferry boats. Analysis of several factors such as price, comfort, security, flexibility, internal facilities, external facilities, ferry safety, punctuality, and salesperson behavior. The population of the study was consumers using the East Java Ujung Kamal ferry boat. The research sample was 285 consumers using ferry boats using the proportional stratified sampling technique. The types and sources of data were primary and secondary data. The data collection procedure used questionnaires and documentation techniques. The data analysis technique used chi-square analysis and multiple linear regression with full regression and stepwise regression approaches. The results of the study confirmed that there were significant differences between consumer status and the use of ferry canals, consumer purposes in using ferry boats, consumer information sources in using ferry boats. Price, comfort, security, external facilities, and salesperson behavior factors individually and collectively significantly influenced consumer decisions regarding ferry users. The salesperson behavior factor had a dominant influence on the decision regarding ferry users. Consumer decisions regarding the use of ferry services are determined by price, comfort, safety, external facilities, and salesperson behavior. Implementation in marketing strategy development, Str = f ( H, Ke, Ka, Fe, P, . . .). Marketing strategies that prioritize service are followed by other significant factors. Price is a strategic variable. Comfort, safety, external facilities, and salesperson behavior are competitive variables.

Keywords: THE PRICE FACTOR PLEASURE SECURITY EXTERNAL FACILITIES AND PERSONAL SELLING BEHAVIOR

Sources: http://repository.unair.ac.id/34929/