TA DIGITAL
Analisis Pengaruh Tingkatan Produk (BRT) Bus Rapid Transit Terhadap Minat Beli Masyarakat Pada PT Trans Semarang
BRT Trans Semarang is one company which is engaged in transportation services. BRT as a mass rapid transport with a large capacity, fast speed, fast transit time and is expected to attract the interest of passengers in Semarang to switch from private cars to the BRT. Within a few months of operation there are many constraints experienced by BRT, BRT felt less effective transportation. People are more likely to choose public transportation compared with the BRT buses. Factors affecting the interests of public purchasing in this study included core products, actual products and augmented products.
The purposes of this study were determine the effect of product level (the core product, actual products and augmented products) BRT to purchase interest of the community in PT Trans Semarang and to analyze the effect of product level to purchase interest in the community especially in East Semarang.
The sampling which was used in the research was calculated by Slovin formula which got result 100 respondents from 81.747 population. The respondents were the society living in East Semarang. The instrument of data collection in this research used questionnaires. The statistical analysis used were multiple linear regression analysis. The results of this analysis are the core product has a regression coefficient of 0.297 with 0.000 significance, the actual product of 0.625 with 0.000 significance, and augmented product of 0.347 with 0.000 significance. Based on these results we can conclude that the core product, actual products and augmented products have a significant impact on the purchase interest of the society.
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