PENGARUH KEBIJAKAN HARGA DAN KUALITAS PELAYANAN TERHADAP MINAT BELI ULANG BARAYA TRAVEL
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Date
2015
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Tesis Program Magister Management Universitas Widyatama
Abstract
Means of transport arises a necessity that can not be separated from human life since the first, transport demands today is the availability of means of transportation that is fast, safe, and comfortable. Buying interest arose after the alternative evaluation process and in the evaluation process, someone will make a series of choices about the products to be purchased on the basis of the brand as well as interest. Consumer buying interest is a consumer behavior where consumers have a desire to purchase or choosing a product, based on experience in selecting, using and consuming or even want a product. Pricing policies is crucial in the marketing of a product / service, because the price is the only element of the marketing mix that provide revenue for the organization or company. Pricing policy by the company must be adapted to the environmental situation and the changes that occur especially during the increasingly fierce competition. In addition to the pricing policy, the company engaged in the field of services, quality of service or service quality becomes an important factor keputuan decision, that service quality is a level of ability of the company in providing all the expectations of customers in meeting their needs. The aim of this study was to prove the Influence of Price and Quality of Service Policy Against Interests Buy Birthday Baraya Travel and variables which is the most dominant influence on interest Buy Birthday.
The object of research in this thesis is the Effect of Price and Quality of Service Policy To Buy Re-Consumer Interests Baraya Travel Soerapatti road. The method used in this research is descriptive method with accidental sampling technique. Based on the statement of the number of samples used in this study as many as 125.
From the test results obtained F calculated F value of 77.103 with a significance level of 0.000 <0.05 which indicates that there is a linear relationship between price and quality of service policies with buying interest again. Which also means that there are significant jointly between the policy of price and quality of service to re buying interest. Based on the test results T concluded that the quality of service consisting of tangibles dimension (physical ability), empathy, reliability, responsiveness, assurance (guarantee) the most influential in increasing buying interest re-Baraya Travel
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Keywords
Price policy, Quality Service, Interests Buy Birthday