ANALYSIS OF SEVERAL FACTORS INFLUENCING CONSUMER DECISIONS USERS OF EAST JAVA'S UJUNG KAMAL CROSS CROSSING VESSELS.

Title: ANALYSIS OF SEVERAL FACTORS INFLUENCING CONSUMER DECISIONS USERS OF EAST JAVA'S UJUNG KAMAL CROSS CROSSING VESSELS.

Author: Ady Soejoto

Item Type : Thesis (Thesis)

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

Publisher: Universitas Airlangga

Abstract

The research focuses on analyzing consumer differences, and analyzing several factors that influence consumer decisions on ferry users. The analysis of differences includes the status, goals and sources of consumer information regarding the use of ferryboats. Analyze several factors: price, comfort, safety, space, internal facilities, external facilities, crossing safety, punctuality, and salesperson behavior. Research population of consumers using the Lintas Ujung Kamal crossing, East Java. The research sample was 285 consumers using ferry boats using proportional stratified sampling techniques. Types and sources of data are primary data and secondary data. Data collection procedures using questionnaire and documentation techniques. Data analysis techniques use chi-square analysis and multiple linear regression with full regression and step wise regression approaches. The research results confirm that there are significant differences between consumer status and use of ferry canals, consumer destinations using ferry boats, consumer information sources and use of ferry boats. The factors of price, comfort, safety, external facilities, and salesperson behavior individually and collectively have a significant influence on consumer decisions using ferryboats. The salesperson's behavioral factors have a dominant influence on the decisions of ferry users. Consumer decisions to use ferryboats are determined by price, comfort, safety, external facilities and salesperson behavior. Implementation in marketing strategy development, Str = f (H, Ke, Ka, Fe, P, . . .). A marketing strategy that places service as a priority strategy is followed by other significant factors. Price is a strategic variable. Comfort, security, external facilities, and salesperson behavior are competition variables.

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

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