MODEL PERILAKU PENGGUNA JASA OPEN TRIP DILIHAT DARI PERSPEKTIF PERSEPSI HARGA, KELOMPOK REFERENSI, DAN DIFERENSIASI PRODUK

BUDIMAN, FEBIANDANI (2018) MODEL PERILAKU PENGGUNA JASA OPEN TRIP DILIHAT DARI PERSPEKTIF PERSEPSI HARGA, KELOMPOK REFERENSI, DAN DIFERENSIASI PRODUK. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The increased competitiveness of business and travel in Indonesia, making the businesses sought in various ways to survive and improve their business. They compete to attract the attention of potential consumers or tourists and influence them to buy tourist products offered. Kaki Semut Adventure is an example Event Organizer which is focused in tourism, they survived in business tourism even they had progress to develop consumer in the sale of domestic tour packages for open trip or private trip. The purpose of this study an investigation to determine the depth overview of what is affecting traveler to do making travel decision. So this study adds a literature in the field of tourism by explaining the concept correlation between price perceptions, group reference, and product differentiation to stimulate traveler in travel decision. Using Data customer who have used services or products from Event Organizer Kaki Semut Adventure, data processed using Smart PLS Version 3, the result of that processed showed which is price perception and product differentiation has a positive correlation and significant toward purchase decision, and group reference has a positive correlation and no significant effect toward purchase decision. Keywords: Price perception, group reference, product differentiation, purchase decision Meningkatnya persaingan dalam bisnis dan pariwisata di Indonesia, membuat pebisnis atau pengusaha mencari berbagai cara bagaiamana mereka mempertahankan dan mengembangkan bisnis mereka, mereka bersaing untuk menarik perhatian calon konsumen atau wisatawan dan mempengaruhi mereka untuk membeli produk wisata yang mereka tawarkan. Kaki Semut Adventure adalah salah satu contoh Event Organizer yang berfokus di dunia pariwisata, mereka bertahan di dalam dunia bisnis pariwisata bahkan mereka memiliki kemajuan untuk mengembangkan konsumen dalam penjualan paket tur domestik untuk open trip atau private trip. Tujuan dari penelitian ini adalah untuk mengkaji menentukan gambaran yang lebih dalam mengenai apa yang mempengaruhi wisatawan untuk melakukan pengambilan keputusan perjalanan. Penelitian ini menjelaskan konsep hubungan antara persepsi harga, kelompok referensi, dan diferensiasi produk terhadap keputusan pembelian. Data yang digunakan adalah para pelanggan yang telah menggunakan jasa atau produk dari Event Organizer Kaki Semut Adventure, data diolah menggunakan Smart PLS Versi 3, hasil dari pengolahan data tersebut menunjukan bahwa persepsi harga dan diferensiasi produk berpengaruh positif dan signifikan terhadap keputusan pembelian, kelompok referensi berpengaruh positif dan tidak signifikan terhadap keputusan pembelian. Kata kunci: Persepsi Harga, Kelompok Referensi, Diferensiasi Produk, Keputusan Pembelian

Item Type: Thesis (S2)
Call Number CD: CD/551. 18 112
NIM: 55116110103
Uncontrolled Keywords: Persepsi Harga, Kelompok Referensi, Diferensiasi Produk, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Virda Syifa
Date Deposited: 29 Oct 2018 01:33
Last Modified: 07 Nov 2018 02:55
URI: http://repository.mercubuana.ac.id/id/eprint/45290

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