PENGARUH PERSEPSI HARGA, KEPERCAYAAN DAN CITRA MEREK, TERHADAP MINAT BELI PADA SITUS TRAVELOKA.COM (Studi Mahasiswa Universitas Mercu Buana)

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.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 384
NIM: 43114010442
Uncontrolled Keywords: Persepsi Harga, Kepercayaan, Citra Merek dan Minat Beli.
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 > 005.5 General Purpose Application Programs/Program Aplikasi dengan Kegunaan Khusus
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 > 658.6 Quality Management/Manajemen Kualitas
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 05 Dec 2019 01:54
Last Modified: 06 Jan 2020 07:24
URI: http://repository.mercubuana.ac.id/id/eprint/52520

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