STUDI TENTANG MINAT BELI PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN TIKET KERETA API KELAS BISNIS DI PT. KAI DAOP IV SEMARANG

Abstract

This study aims to determine whether service quality, customer value and price perception influence purchasing decisions through buying interest as an intervening variable. This research was conducted at PT. KAI IV Operational Area Semarang. The population used in this study is all passengers using the train service business class IV Operational Area Semarang. By testing 180 respondents, this study uses 5 variables, 18 indicators, and 4 hypotheses. The analytical method used is a quantitative method with AMOS analysis tools. The results of this study indicate that service quality has a positive and significant effect on buying interest, customer value has a positive and significant effect on buying interest, price perception has a positive and significant effect on buying interest, buying interest has a positive and significant influence on purchasing decisions.