MARLIANA, WINA (2025) PENGARUH INOVASI TEKNOLOGI SINGLE LANE FREE FLOW (SLFF) TERHADAP BRAND IMAGE PADA PT JASA MARGA (TA.6.25.008). Diploma thesis, UNIVERSITAS LOGISTIK DAN BISNIS INTERNASIONAL.
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Abstract
ABSTRAK Penelitian ini didasarkan oleh meningkatnya volume kendaraan yang kerap menimbulkan kemacetan di gerbang tol akibat proses pembayaran yang masih membutuhkan waktu. Tujuan dari penelitian untuk menganalisis pengaruh inovasi teknologi Single Lane Free Flow (SLFF) terhadap brand image PT Jasa Marga. Penelitian dilakukan melalui metode kuantitatif dengan pendekatan deskriptif, asosiatif kausalitas. Data dikumpulkan melalui kuesioner dengan teknik simple random sampling, melibatkan 100 responden dari total pengguna jalan tol sebanyak 69,193 kendaraan per hari. Hasil penelitian menunjukkan bahwa penilaian responden terhadap inovasi teknologi SLFF yang dilakukan oleh PT Jasa Marga dinilai baik dengan skor rata rata 4,08, terutama dalam aspek aksesibilitas. Penilaian responden terhadap brand image PT Jasa Marga dinilai baik dengan skor rata-rata 4,23 khususnya pada aspek identitas merek. Sementara itu, implementasi inovasi teknologi SLFF memberikan kontribusi sebesar 45,2% terhadap brand image PT Jasa Marga. Penelitian ini dapat disimpulkan oleh hasil uji hipotesis yang menyatakan bahwa implementasi inovasi teknologi SLFF berpengaruh signifikan terhadap brand image PT Jasa Marga. Disarankan bagi PT Jasa Marga untuk mengoptimalkan efektivitas penyampaian informasi mengenai sistem SLFF, meningkatkan keandalan sistem, serta terus mengembangkan dan menyempurnakan implementasi teknologi SLFF. Kata Kunci: Citra Merek, Inovasi Teknologi SLFF ABSTRACT This research is based on the increasing volume of vehicles, which often cause congestion at toll gates due to the lengthy payment process. The aim of the study was to analyze the impact of single lane free flow (SLFF) technology innovation on PT Jasa Marga’s brand image. The research was conducted using quantitative methods with a descriptive, associative causality approach. Data were collected through a questionnaire using a simple random sampling technique, involving 100 respondents from a total of 69,193 toll road users per day. The results of the study showed that respondents’ assessment of the SLFF technology innovation implemented by PT Jasa Marga was considered good with an average score of 4,08, especially in the accessibility aspect. Respondents’ assessment of PT Jasa Marga’s brand image was considered good with an average score of 4,23, especially in the brand identity aspect. Meanwhile, the implementation of SLFF technology innovation contributed 45,2% to PT Jasa Marga’s brand image. This research can be conclued from the results of the hypothesis test which states that the implementation of SLFF technology innovation has a significant effect on the brand image of PT Jasa Marga. It is recommended that PT Jasa Marga optimize the effectiveness of delivering information regarding the SLFF system, increase system reliability, and continue to develop and perfect the implementation of SLFF technology. Keywoards: Brand Image, SLFF Technological Innovation
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Sekolah Vokasi > Manajemen Pemasaran D3 |
| Depositing User: | PKL TIGA TIGA |
| Date Deposited: | 17 Jul 2026 04:21 |
| Last Modified: | 17 Jul 2026 04:21 |
| URI: | http://eprints.ulbi.ac.id/id/eprint/4140 |
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