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All Journal International Journal of Business, Law, and Education
Muhamad Kusuma Minarta
Tunas Pembangunan University, Banjarsari, Surakarta
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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BRAND IMAGE, PRICE, AND FACILITIES AFFECT CONSUMER DECISIONS USING TOURISM BUS SERVICES (SURVEY ON CONSUMERS PT. KUSUMA TRANS IN KLATEN REGENCY) Muhamad Kusuma Minarta; Sri Wijiastuti; Darsono Darsono
International Journal of Business, Law, and Education Vol. 4 No. 1 (2023): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v4i1.131

Abstract

PT Kusuma Trans is a company engaged in consumer tourism transportation services. To maintain customer satisfaction at Pt Kusuma Trans always strives to meet the needs of consumers, one of which is to increase introduction to the public about the products of services provided to get a good image, pricing following market capabilities and provide comfortable facilities for bus users. This study aims to determine the influence of brand image, price, and facilities on consumer decisions to use the services of the Tourism bus P.T. Kusuma Trans in Klaten regency, Central Java. This research method uses survey research—data collection using questionnaires with the Likert scale and data analysis using multiple linear regression. The results of this study showed that the value of the constant (a): 3.552 marked positive, variable coefficient brand image 0.273, variable coefficient price 0.229, variable coefficient facilities 0.215. This study concludes that Brand image, price, and facilities significantly affect consumer decisions to use the services of the Tourism bus P.T. Kusuma Trans in Klaten.
Co-Authors Darsono Darsono Sri Wijiastuti