Thesis: "The Influence of Trust, Promotion Intensity, Service Quality, and Price on the Reuse of Firmansyah Travel Services"; Trisula, NIM 22415695, Management Study Program, Faculty of Economics, Muhammadiyah University of Ponorogo.
The increasingly intense competition in the travel service industry, driven by marketing digitalization and shifting consumer behavior, requires service providers to understand the factors influencing consumers' decisions to reuse a service. Firmansyah Travel, as a local transportation service company in Ponorogo Regency, faces challenges in retaining customers amid the emergence of various similar service providers. This study aims to analyze the influence of trust, promotion intensity, service quality, and price on the reuse of Firmansyah Travel services, both partially and simultaneously.
This study employs a quantitative approach with an associative research design. The population in this study consists of all consumers who have used or have the potential to use Firmansyah Travel services during the period of April-June 2026. Sampling was conducted using the accidental sampling technique with a total of 96 respondents, determined based on the Lemeshow formula. Data were collected through the distribution of a 10-point Likert scale questionnaire and analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 3 software, including validity testing, reliability testing, and hypothesis testing.
The results show that trust has a positive and significant effect on service reuse (t-statistics = 2.077; p-value = 0.038). Promotion intensity has a positive and significant effect on service reuse (t-statistics = 3.700; p-value = 0.000) and is the most dominant variable. Service quality has a positive and significant effect on service reuse (t-statistics = 2.759; p-value = 0.006). Price has a positive and significant effect on service reuse (t-statistics = 3.155; p-value = 0.002). Simultaneously, these four variables are able to explain 80.5% of the variation in the reuse of Firmansyah Travel services based on an R Square value of 0.805, while the remaining 19.5% is influenced by other factors outside the research model.
Keywords: Trust, Promotion Intensity, Service Quality, Price, Service Reuse.