The researchers analyzed how factors like reference group, price, and service influence passengers' decisions on choosing a specific ferry route. They studied economy class passengers on the KM Bukit Siguntang Maumere - Makassar route and found that all three factors have a positive and significant impact on passenger decisions. Specifically, reference group, price, and service all play a role in determining which ferry passengers choose to travel on. The analysis showed that these factors explain 54.1% of passengers' decisions, with the remaining 45.9% influenced by other variables not included in the study.