PENGARUH PHYSICAL EVIDENCE, KUALITAS PELAYANAN DAN PERSEPSI RISIKO TERHADAP KEPUTUSAN PEMBELIAN TIKET KAPAL RORO RUTE TELAGAPUNGGUR-TANJUNGUBAN

Abstract

This study aims to explain the Effect of Physical Evidence, Service Quality and Risk Perception on the Decision to Purchase a Roro Telagapunggur-Tanjunguban Ship Ticket. The population in the study of Roro ship users is the Telagapunggur-Tg.uban route. With the method of nonprobability sampling (random sampling) obtained a sample of 100 respondents. This type of research is quantitative research. The validity and reliability tests were performed on the questionnaire. The assumptions were tested for normality, multicollinearity, heteroscedasticity. Data were analyzed using multiple linear regression analysis, including the T test, F test and the coefficient of determination. The results showed that the t test results obtained Physical Evidence (X1), Service Quality (X2) and Risk Perception (X3) partially influence the Purchasing Decision. And the F test results obtained Physical Evidence (X1), Service Quality (X2) and Risk Perception (X3) simultaneously influence the Purchase Decision (Y). Based on the coefficient of determination test in this study the independent variables had an influence of 59.3% and 41.7% influenced by other variables not examined in this study.