The Influence of Brand Communication, Brand Loyalty, and Service Quality on Purchase Decisions with Purchase Interest as an Intervening Variable (Case Study on Ticket Purchases by PT Kereta Api Indonesia (Persero) During the Covid-19 Pandemic)

Abstrak

Service companies, including PT KAI, can determine appropriate marketing strategies to achieve their goals. During a pandemic, factors influencing passenger purchasing decisions include purchase intention, brand communication, brand loyalty, and the quality of the transportation company's services. The decline in rail transportation users due to the Covid-19 pandemic demonstrates that public interest in purchasing train tickets remains low. Purchase intention is the desire to possess more of a product or service. This study aims to determine the influence of brand communication, brand loyalty, and service quality on purchase decisions, with purchase intention as the intervening variable, among users of PT Kereta Api Indonesia services in the Special Region of Yogyakarta. The research employed a quantitative method with a total of 105 respondents who are users of PT KAI services. The data analysis technique used was multiple linear regression analysis. The results show that all proposed hypotheses are accepted. Brand communication, brand loyalty, and service quality have a significant effect on purchase intention, with significance values of 0.031, 0.001, and 0.001, respectively. In addition, all three variables also have a significant influence on purchase decisions, with significance values of 0.010 forbrand communication,0.004 for brand loyalty, and 0.001 for service quality. Furthermore, purchase intention as an intervening variable also significantly influences purchase decisions, with a significance value of 0.001. These findingsindicate that purchase intention plays an important role in mediating the effect of brand communication, brand loyalty, and service quality on the purchase decisions of PT Kereta Api Indonesia service users.