PENGARUH PERCEIVED EASE OF USE, ELECTRONIC WORD OF MOUTH DAN MARKETING COMMUNICATION TERHADAP MINAT BELI ULANG PADA APLIKASI TRAVELOKA (Studi pada Pengguna Aplikasi Traveloka Se-Jakarta Barat)

GIA, FAIZ FATHAN AVIAN (2019) PENGARUH PERCEIVED EASE OF USE, ELECTRONIC WORD OF MOUTH DAN MARKETING COMMUNICATION TERHADAP MINAT BELI ULANG PADA APLIKASI TRAVELOKA (Studi pada Pengguna Aplikasi Traveloka Se-Jakarta Barat). S1 thesis, Universitas Mercu Buana.

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Abstract

This study was to determine the effect of perceived ease of use, electronic word of mouth and marketing communication on repurchase intention of Traveloka. The object of this research are the Traveloka users in West Jakarta area. This study was conducted on 130 respondents using a quantitative descriptive approach. Determination of sample size using a purposive sampling that is a sampling technique that uses criteria that have been selected by researcher in selecting samples. The approach used in this study is the Structural Equation Model (SEM) with a Smart-PLS analysis tool. The results of this study show that the variable of perceived ease of use have a positive and significant effect on repurchase intention, electronic word of mouth has a positive and significant effect on repurchase intention, and marketing communication have a positive and significant effect on repurchase intention of Traveloka. Keywords: Perceived Ease of Use, Electronic Word of Mouth, Marketing Communication, Repurchase Intention Penelitian ini untuk mengetahui pengaruh perceived ease of use, electronic word of mouth dan marketing communication kerja terhadap minat beli ulang pada aplikasi Traveloka. Objek penelitian ini adalah pengguna aplikasi Traveloka se-Jakarta Barat. Penelitian ini dilakukan terhadap 130 responden dengan menggunakan pendekatan deskriptif kuantitatif. Penentuan ukuran sampel menggunakan teknik sampel purposive sampling, yaitu teknik sampling yang menggunakan kriteria yang telah dipilih oleh peneliti dalam memilih sampel. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Oleh karena itu hasil penelitian ini menyatakan bahwa variabel perceived ease of use berpengaruh positif dan signifikan terhadap minat beli ulang, electronic word of mouth berpengaruh positif dan signifikan terhadap minat beli ulang dan marketing communication berpengaruh positif dan signifikan terhadap minat beli ulang pada aplikasi Traveloka. Kata Kunci: Perceived Ease of Use, Electronic Word of Mouth, Marketing Communication, Minat Beli Ulang

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 784
NIM/NIDN Creators: 43115110266
Uncontrolled Keywords: Perceived Ease of Use, Electronic Word of Mouth, Marketing Communication, Minat Beli Ulang
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor > 651.8 Computer Application for Office Management/Aplikasi Komputer untuk Manajemen Perkantoran
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.01-658.09 [Management of Enterprises of Specific Sizes, Scopes, Forms; Data Processing]/[Pengelolaan Usaha dengan Ukuran, Lingkup, Bentuk Tertentu; Pengolahan Data] > 658.05 Data Processing Computer Applications/Pengolahan Data Aplikasi Komputer
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 10 Jun 2022 10:04
Last Modified: 10 Jun 2022 10:04
URI: http://repository.mercubuana.ac.id/id/eprint/63121

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