PENGARUH HARGA, KEAMANAN, DAN KEMUDAHAN TERHADAP KEPUTUSAN PEMBELIAN TIKET KERETA

Abstract

The number of people who use the internet has grown rapidly until now. It happens as the function of the internet is not only a means of communication and tool for information chance but also is used to shop online. Therefore, this research aimed to analyze the effect of price, safety, and ease on consumers' buying decisions of train tickets through KAI Access. The research was quantitative. Furthermore, the population was consumers who had ever bought tickets through KAI Access. The data were primary with purposive sampling as a data collection technique. In line with that, there were 100 respondents in the sample. Moreover, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution). The hypothesis test result concluded that 1) price had a positive and significant effect on consumers' buying decisions of train tickets through KAI Access; 2) safety had a positive and significant effect on consumers' buying decisions of train tickets through KAI Access, and 3) ease had a positive and significant effect on consumers' buying decisions of train tickets through KAI Access.