Pengaruh Persepsi Pengguna Transportasi Publik, Kualitas Pelayanan, Dan Harga Terhadap Keputusan Pembelian Tiket Bus Konvensional Jurusan Madura-Surabaya

Abstract

Abstract

This study aims to examine and analyze the influence of public transportation user perception, service quality, and price on the purchasing decision of conventional bus tickets on the Madura–Surabaya route. This study employed a quantitative method with a causal approach. The population consisted of conventional bus passengers on the Madura–Surabaya route, while the sample comprised 96 respondents selected using purposive sampling and accidental sampling techniques. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of IBM SPSS Statistics 25. The results indicate that, simultaneously, public transportation user perception, service quality, and price have a significant effect on the purchasing decision of conventional bus tickets on the Madura–Surabaya route. Partially, public transportation user perception has no significant effect on purchasing decisions. In contrast, service quality has a positive and significant effect on purchasing decisions. Furthermore, price also has a positive and significant effect on purchasing decisions.

Keywords : Public Transportation User Perception; Service Quality; Price; Purchase Decision; Conventional Bus; Madura–Surabaya Route