PENGARUH TIME FLEXIBILITY, DESTINATION IMAGE AND SOCIAL MEDIA POPULARITY TERHADAP PURCHASE DECISION PAKET TOUR INDIVIDUAL

AUDINA, FEBI MIA (2020) PENGARUH TIME FLEXIBILITY, DESTINATION IMAGE AND SOCIAL MEDIA POPULARITY TERHADAP PURCHASE DECISION PAKET TOUR INDIVIDUAL. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis Pengaruh Time Flexibility, Destination Image dan Social Media Popularity Terhadap Purchase decision Paket Tour Individual. Populasi dalam penelitian ini adalah masyarakat yang sudah membeli paket tour individual. Adapun jumlah sampel yang didapatkan sebanyak 152 responden. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner. Teknik analisis data digunakan untuk menjawab rumusan masalah atau menguji hipotesis yang telah dirumuskan. Dalam penelitian ini penulis menggunakan Structural Equation Modelling (SEM) menggunakan alat analisis Partial Least Square. Hasil penelitian menunjukkan bahwa (1) Time Flexibility berpengaruh positif dan signifikan terhadap Purchase decision, (2) Destination Image berpengaruh positif dan signifikan terhadap Purchase decision, dan (3) Social Media berpengaruh positif dan signifikan terhadap Purchase decision. Saran yang diajukan pada penelitian ini agar para perusahaan perusahaan travel agent memberikan waktu yang fleksibel dalam pembelian paket tour individual ini dan juga meningkatkan brand awareness agar paket tour individual semakin dikenal. Kata Kunci: Purchase Decision, Time Flexibility, Destination Image, and Social Media Popularity This study aims to analyze the effect of Time Flexibility, Destination Image and Social Media Popularity towards Purchase Decision of Individual Tour Package. The population in this study is the community who already purchased individual tour package. The number of samples obtained was 152 respondents. Data collection techniques used in this study were questionnaires. Data analysis techniques are used to answer the problem formulation or test the hypothesis that has been formulated. In this study the authors used Structural Equation Modeling (SEM) using the Partial Least Square analysis tool. The results showed that (1) Time Flexibility had a positive and significant effect on Purchase decision, (2) Destination Image had a positive and significant effect on Purchase decision, and (3) Social Media Popularity had a positive and significant effect on Purchase decision. Suggestions proposed in this study are travel agent companies should provide flexible time in purchasing these individual tour packages and also increase brand awareness so individual tour packages are increasingly known. Keyword: Purchase Decision, Time Flexibility, Destination Image, and Social Media Popularity

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