The Influence of Service Quality and Digital Marketing on the Decision to Use Travel Transportation Services at CV. Velozy Zenius Trust Medan

Yogi Khairullah, Hablil Ikhwana, Riny Viri Insy Sinaga, Fahri Alamsyah

Abstract


This study aims to analyze the effect of service quality and digital marketing on the decision to use transportation services at CV Velozy Zenius Trust Medan. This research employed a quantitative method with an associative approach. The population consisted of customers of CV Velozy Zenius Trust Medan, with a sample of 50 respondents selected using purposive sampling. Data analysis techniques included validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination (R²).The results of the multiple linear regression analysis produced regression coefficients of 0.332 for service quality and 0.661 for digital marketing, indicating that both variables have a positive effect on the decision to use services. The t-test results showed that service quality has a significant effect with a t-value of 3.984 > t-table of 2.011, and digital marketing has a significant effect with a t-value of 8.937 > t-table of 2.011. The F-test result showed an F-value of 108.259 with a significance level of 0.000 < 0.05, indicating that service quality and digital marketing simultaneously have a positive and significant effect on the decision to use transportation services. The coefficient of determination (R²) of 0.822 indicates that 82.2% of the variation in service usage decisions can be explained by service quality and digital marketing, while the remaining 17.8% is influenced by other variables outside this study. In conclusion, improving service quality and implementing effective digital marketing strategies significantly increase consumers’ decisions to use transportation services at CV Velozy Zenius Trust Medan.


Keywords


Service Quality, Digital Marketing, Service Usage Decision

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DOI: https://doi.org/10.5281/zenodo.23579214

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