HIKMAH, MAMLUATUL (2019) PENGARUH PERSEPSI HARGA, KEPERCAYAAN DAN CITRA MEREK, TERHADAP MINAT BELI PADA SITUS TRAVELOKA.COM (Studi Mahasiswa Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study uses descriptive quantitative methods that look for causes - effects. In the results of this study will only look at the preferences of perception price, trust and brand image of the interest in buying Traveloka.com. The sample used in this study was 120 respondents. The analytical tool of this study is to test the validity and reliability of the data, the classic assumption test and multiple linear regression. In the testing process using SPSS 23. The results of the analysis obtained are the perception price assessment variables received t the sig value. 0.001, the trust variable has the value t sig. 0.036, and the brand image variable has a sig value. 0.021 and the test f has a sig value. 0,000 is smaller than 0.05, so that both partial and simultaneous variable perception price, trust and brand image have significant trust in interest in buying Traveloka.com. Of the three variables used to explain Traveloka.com buying interest of 76.60% and there are still other variables that influence it. Keywords: Perception Price, Trust, Brand Image and Purchase Interest. Penelitian ini menggunakan metode deskritif kuantitatif yang mencari sebab – akibat. Dalam hasil penelitian ini hanya akan melihat pengaruh persepsi harga, kepercayaan dan citra merek terhadap minat beli Traveloka.com. Sampel yang digunakan dalam penelitian ini adalah 120 responden. Alat analisis penelitian ini adalah uji validitas dan reliabilitas data, uji asumsi klasik dan regresi linier berganda. Dalam proses pengujian menggunakan software SPSS 23. Hasil analisis yang diperoleh adalah variabel persepsi harga mempunyai t nilai sig. 0,001, variabel kepercayaan mempunyai nilai t sig. 0,036, dan variabel citra merek mempunyai nilai sig. 0,021 serta pada uji f mempunyai nilai sig. 0,000 lebih kecil daripada 0,05 maka baik secara parsial maupun simultan variabel persepsi harga, kepercayaan dan citra merek berpengaruh signifikan terhadap minat beli Traveloka.com. Dari ketiga variabel yang digunakan bisa menjelaskan minat beli Traveloka.com sebesar 76,60% dan masih ada variabel lain yang mempengaruhinya. Kata Kunci : Persepsi Harga, Kepercayaan, Citra Merek dan Minat Beli.
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