PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PAKET UMRAH (STUDI KASUS PADA PT. SINGADILAGA BERSAUDARA WISATA)

Sairan, Anis (2023) PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PAKET UMRAH (STUDI KASUS PADA PT. SINGADILAGA BERSAUDARA WISATA). Other thesis, Politeknik Negeri Sriwijaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh promosi dan kualitas pelayanan terhadap keputusan pembelian paket umrah di PT. Singadilaga Bersaudara Wisata. Metode penelitian yang digunakan adalah deskriptif dengan pendekatan kuantitatif. Populasi penelitian ini adalah jamaah PT. Singadilaga Bersaudara Wisata, dengan jumlah populasi sebanyak 788 orang berdasarkan data penjualan dari tahun 2018 hingga 2022. Sampel penelitian sebanyak 89 responden dipilih menggunakan metode purposive sampling. Data dikumpulkan melalui kuesioner, wawancara, dan studi kepustakaan, kemudian dianalisis menggunakan program SPSS versi 26 dengan teknik analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa promosi memiliki pengaruh positif dan signifikan terhadap keputusan pembelian paket umrah. Demikian pula, kualitas pelayanan juga memiliki pengaruh positif dan signifikan terhadap keputusan pembelian paket umrah. Selain itu, promosi dan kualitas pelayanan secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian paket umrah.

Item Type: Thesis (Other)
Uncontrolled Keywords: Promosi, Kualitas Pelayanan, Keputusan Pembelian
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HG Finance
Divisions: Business Management > Undergraduate Theses
Depositing User: Mr Bambang Anthony
Date Deposited: 13 Feb 2024 09:45
Last Modified: 13 Feb 2024 09:45
URI: http://eprints.polsri.ac.id/id/eprint/14507

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