PENGARUH BRAND AWARENESS, PROMOSI, DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN PADA PEGIPEGI

MARZUKI, AHMAD (2019) PENGARUH BRAND AWARENESS, PROMOSI, DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN PADA PEGIPEGI. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the brand awareness, promotion, and e-service quality influence purchasing decisions on Pegipegi's online travel agent (OTA). Pegipegi is a service company that serves hotel bookings, flight tickets and train tickets through websites, as well as through free applications on Android and iOS. The approach used in this study is a quantitative approach, while the method used to analyze the research data is SPSS 23.0. The population of this study is Pegipegi consumers who transacted in the period September-October 2018 totaling 414,480 consumers, and the number of samples was 400 respondents, which taken using probability sampling techniques with the type of sampling used is simple random sampling. Based on the results of statistical testing using the SPSS 23.0 analysis technique, it was found that (1) brand awareness has a positive and significant effect on purchasing decisions with a coefficient significance valuer of 0.674 (2) promotion that has a positive and significant effect on purchasing decisions with a coefficient significance value of 0.789 (3) e -service quality has a positive and significant effect on purchasing decisions with a coefficient significance value of 0.733 (4) brand awareness, promotion, and e-service quality simultaneously having a positive and significant effect on purchasing decisions with a coefficient significance value of 0.721. Keyword: purchasing decisions, brand awareness, promotion, and e-service quality Penelitian ini bertujuan untuk mengetahui apakah brand awareness, promosi, dan e-service quality berpengaruh terhadap keputusan pembelian pada online travel agent (OTA) Pegipegi. Pegipegi adalah perusahaan jasa yang melayani pemesanan hotel, tiket pesawat dan tiket kereta api melalui situs web, serta melalui aplikasi gratis di Android dan iOS. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif, Sedangkan metode yang dipilih untuk menganalisa data hasil penelitian adalah SPSS 23.0 Populasi penelitian ini adalah konsumen Pegipegi yang bertransaksi dalam periode September-Oktober 2018 berjumlah 414.480 konsumen, dan jumlah sampel adalah 400 responden, yang diambil dengan menggunakan teknik probability sampling dengan Jenis sampling yang digunakan adalah sampling acak sederhana (simple random sampling). Berdasarkan hasil pengujian statistik dengan menggunakan teknik analisis SPSS 23.0, ditemukan bahwa (1) brand awareness berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai signifikansi koefisien 0,674 (2) promosi berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai signifikansi koefisien 0,789 (3) e-service quality berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai signifikansi koefisien 0,733 (4) brand awareness, promosi, dan e-service quality seara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai signifikansi koefisien 0,721. Kata Kunci: keputusan pembelian, brand awareness, promosi, dan e-service quality

Item Type: Thesis (S2)
Call Number: TM/51/19/091
NIM: 55116120146
Uncontrolled Keywords: keputusan pembelian, brand awareness, promosi, dan e-service quality
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.2 Plant Management/Manajemen Pabrik
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 25 Sep 2019 04:19
Last Modified: 25 Sep 2019 04:19
URI: http://repository.mercubuana.ac.id/id/eprint/50877

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