Faktor-Faktor yang Mempengaruhi Perilaku Penumpang Bus AKAP Dalam Meningkatkan Penjualan

Abstract

This study aims to analyze the influence of external factors (culture and sub-cultures, social classes and groups of reference, Reference family, Role and status) and internal factors (age and stage of life cycle, state of the economy and lifestyle, personality and self-concept, motivation and perception , Learning, Trust & attitude) AKAP bus passenger behavior majors Yogyakarta- semarang or otherwise Semarang - Yogyakarta in increasing sales. Relationship model variable external factors and internal bus passenger behavior is replicated from the research model and Gudono Rifa (1998). The model was tested on a passenger bus AKAP who had traveled from Yogyakarta - Semarang or otherwise of Semarang - Yogyakarta with a sample of 86 were categorized as passengers testing is done with a 5 step is test of non response bias, reliability and validity, correlations between variables, hypothesis testing with a multiple regression analysis of the data processed by SPSS version 10 for Windows. Formulation of the problem in this study is whether the internal factors AKAP bus passenger behavior has a significant influence in increasing sales and whether external factors AKAP bus passenger behavior has a significant influence in increasing sales? While the purpose of the study was to analyze the influence of external factors (culture, sub-culture, social class, reference group, reference the family, the role and status) and internal factors (age and stage of life cycle, state of the economy, lifestyle, personality and self-concept, Motivation, perception, learning, belief and attitude) in Increase Sale. The results showed that external factors: culture and sub-culture has prob.value 0.09; Social class and the reference group had a prob. value of 0.01; Reference families have prob. Value 0.197; The role and status has 0,040 prob.value thus Reference external factors were not significant family influence in the increase in sales, while other external factors. The results showed that internal factors: age and stage of life cycle has prob.value 0,002; Economic conditions and lifestyles have prob.value 0,004; Personality and self-concept has prob.value 0.733; motivation and perception has prob.value 0,007; learning has prob.value 0.083; beliefs and attitudes have prob.value 0.195. Thus the internal factors passenger behavior Personality and self-concept, Learning and Trust & attitude insignificant influence in the increase in sales, while other significant factors that have an influence in increasing sales.