PENGARUH CITRA MEREK, HARGA DAN KUALITAS WEB TERHADAP KEPUTUSAN PEMBELIAN TIKET PESAWAT ONLINE PADA SITUS TRAVELOKA

PANGESTU, PINTA RAZY (2019) PENGARUH CITRA MEREK, HARGA DAN KUALITAS WEB TERHADAP KEPUTUSAN PEMBELIAN TIKET PESAWAT ONLINE PADA SITUS TRAVELOKA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Traveloka is a company that provides an airline ticket booking services online with flights in Indonesia and foreign. Strict business competition between online ticket sales in Indonesia, making Traveloka must follow up the complaints by consumers. If it is not quickly followed up there is the possibility of consumers will switch to competitors. This study aims to determine the effectof brand image, price and quality of web affect on consumer purchase decisions on purchasing airline tickets online at Traveloka. Purposive sampling technique is used 320 respondents. Data analysis uses Partial Least Square (PLS), by testing the Outer model, the Inner model with significance level alpha 0,05 (5%) =1,96. The results showed that the variables of brand image, perceived price, and quality of web are positive and significant to purchase decision airline tickets online at Traveloka. The biggest variable affecting consumers' attitude towards purchasing airline tickets online in Traveloka is quality of web variable, because consumers get many benefits when buy an airline ticket online at Traveloka. Keywords : Brand Image, Price, Quality of Web and Purchasing Decision Traveloka ialah perusahaan yang menyediakan layanan pemesanan tiket pesawat secara online dengan fokus perjalanan di Indonesia dan luar negeri. Persaingan bisnis yang ketat antara penjualan tiket pesawat secara online di Indonesia, membuat Traveloka harus menindak lanjuti keluhan yang dirasakan oleh konsumen. Jika hal tersebut tidak cepat ditindak lanjuti ada kemungkinan konsumen akan beralih kepada pesaing. Penelitian bertujuan untuk mengetahui pengaruh citra merek, harga dan kualitas web mempegaruhi terhadap keputusan pembelian tiket pesawat online di Traveloka. Metode pengabilan sampel dengan teknik purposive sampling, kuesioner disebarkan secara online kepada 320 responden. Analisis data menggunakan Partial Least Square (PLS), dengan menguji outer model, Inner model dengan tingkat signifikan 0,05 (5%) =1,96. Hasil penelitian menunjukkan bahwa variabel citra merek, harga, dan kualitas web bersifat positif dan signifikan terhadap sikap keputusan pembelian tiket pesawat secara online di Traveloka. Variabel terbesar yang mempegaruhi sikap konsumen atas pembelian tiket pesawat secara online di Traveloka ialah variabel kualitas web, karena konsumen merasakan banyak keuntungan yang diperlukan saat membeli tiket pesawat secara online di Traveloka Kata kunci : citra merek, harga, kualitas web dan keputusan pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 359
NIM: 43115010180
Uncontrolled Keywords: citra merek, harga, kualitas web dan 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 > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer
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 > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.752 Blogs/Blog, Web Blog
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 30 Dec 2019 04:23
Last Modified: 06 Jan 2020 06:35
URI: http://repository.mercubuana.ac.id/id/eprint/53112

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