SKRIPSI DIGITAL
The Influence of Service Quality and Price Perception on Purchase Decision at Ahmad Yani Harbour Ternate = The Influence of Service Quality and Price Perception on Purchase Decision at Ahmad Yani Harbour Ternate
Passenger mobility through sea transportation is vital for regional connectivity in Eastern Indonesia. At Ahmad Yani Harbour Ternate, passenger numbers continue to rise, yet issues such as limited seating, inconsistent cleanliness, staff responsiveness, and perceptions of pricing fairness remain challenges that influence purchase decisions. This study analyzes the effect of Service Quality and Price Perception on Purchase Decision using a quantitative approach. Data were collected from 100 respondents through questionnaires and analyzed with validity and reliability tests, classical assumption tests, regression analysis, and hypothesis testing. The results show that Service Quality does not significantly affect purchase decisions, while Price Perception has a significant and positive effect, indicating that affordability, fairness, competitiveness, and benefits are the main drivers of passenger choices. These findings highlight that passengers prioritize price over service quality in making decisions. In conclusion, the study emphasizes the importance of strategic pricing policies such as affordability adjustments, seasonal discounts, and loyalty programs, supported by ongoing service improvements for long-term satisfaction.
Keywords: Service Quality, Price Perception, Purchase Decision, Planned Behavior, Harbour Sector
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Karya Umum 
Filsafat 
Agama 
Ilmu-ilmu Sosial 
Bahasa 
Ilmu-ilmu Murni 
Ilmu-ilmu Terapan 
Kesenian, Hiburan, dan Olahraga 
Kesusastraan 
Geografi dan Sejarah