SKRIPSI DIGITAL
Keputusan Pembelian Ulang Tiket Kereta Api Pada Aplikasi Kai Access Di Era Digital: Peran Digital Marketing, Kemudahan Penggunaan Aplikasi, Dan Electronic Word Of Mouth Pada Mahasiswa PTN Semarang = Repurchase Decision Of Train Tickets Through Kai Access Application In The Digital Era: The Role Of Digital Marketing, Ease Of Use, And Electronic Word Of Mouth Among State University Students In Semarang.
This study aims to analyze the influence of Digital Marketing, Ease of Use, and Electronic Word of Mouth (E-WOM) on the Repurchase Decision of train tickets through the KAI Access application among students of public universities (PTN) in Semarang City. A quantitative approach was employed using a survey method, where questionnaires were distributed to 100 respondents who had previously purchased train tickets via the KAI Access app at least once. The data were analyzed using multiple linear regression. The results show that all three independent variables have a significant influence both partially and simultaneously on repurchase decisions. These findings highlight that an effective digital marketing strategy, a user-friendly application design, and credible user reviews play a crucial role in encouraging customer loyalty. This research provides practical implications for PT Kereta Api Indonesia in optimizing its digital communication strategies and enhancing the overall quality of its app-based services to retain customers, particularly among the student demographic.
Keywords: Digital Marketing, Ease of Use, E-WOM, Repurchase Intention
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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