Pengaruh Iklan, Harga Dan E-Service Quality Terhadap Keputusan Pembelian Tiket Kereta Api Berbasis Online Pada Pengguna KAI Access Di Kota Lumajang

Abstract

Purchasing decisions on KAI Access in Lumajang City aim to test and analyze the effect ofadvertising, price andvariables e-service quality significant and simultaneouson purchasing decisions on KAI Access in Lumajang City. This type of research is quantitative research. Data were obtained from users oftrain services online through KAI Access in Lumajang City. Determination of the sample using atechnique multivariate with a total of 60 respondents. Data was obtained by distributing questionnaires using multiple linear regression analysis

techniques. The test results show that the advertising variable has a significant effect on purchasing decisions, price has a significant effect on purchasing decisions, e-service quality has a significant effect on purchasing decisions. There is also a simultaneous influence on advertising, price andvariables e-service quality on purchasing decisions on KAI Access in Lumajang City. Based on the results of the study, it is expected that the company will maintain all aspects related to advertising, prices and e-service quality so that consumers continue to usetrain services online through KAI Access.