PENGARUH ONLINE CONSUMER REVIEW, PRICE DISCOUNT, DAN LOKASI TERHADAP MINAT BELI PADA APLIKASI BOOKING HOTEL ONLINE OYO

LESTARI, INDAH AYU (2023) PENGARUH ONLINE CONSUMER REVIEW, PRICE DISCOUNT, DAN LOKASI TERHADAP MINAT BELI PADA APLIKASI BOOKING HOTEL ONLINE OYO. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of the business or business world is currently experiencing a significant increase. One of them is in the field of online hospitality services. This study aims to analyze the effect of Online Consumer Reviews, Price discounts, and Locations on Purchase Interest in the OYO Online Hotel Booking Application. in this study the population was people in DKI Jakarta who had visited the OYO Hotel, the sample used in this study was 150 respondents. The sampling technique used purposive sampling. By using a quantitative descriptive approach. The data analysis used is statistical analysis in the form of SEM-PLS. The results of this study indicate that Online Consumer Reviews have a significant positive effect on Purchase Intention. Price Discount has a significant positive effect on Purchase Intention and Location has a significant positive effect on Purchase Intention. Keywords: Online Consumer Reviews, Price Discount, Location, Purchase Intention, OYO Hotels Perkembangan dunia usaha atau bisnis saat ini mengalami peningkatan yang cukup signifikan, Salah satunya dibidang jasa perhotelan online. Penelitian ini bertujuan untuk menganalisis pengaruh online consumer review, price discount, dan lokasi terhadap minat beli pada aplikasi booking hotel online OYO. dalam penelitian ini populasinya adalah masyarakat di DKI Jakarta yang pernah berkunjung ke hotel OYO, Sampel yang digunakan dalam penelitian ini adalah sebanyak 150 responden. Teknik pengambilan sampel menggunakan purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan online consumer review berpengaruh positif siginifikan terhadap Minat Beli. Price Discount berpengaruh positif siginifikan terhadap minat beli dan lokasi berpengaruh positif siginifikan terhadap minat beli. Kata Kunci : Online Consumer Review, Price Discount, Lokasi, Minat Beli, Hotel OYO

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 070
Call Number: SE/31/23/214
NIM/NIDN Creators: 43119010338
Uncontrolled Keywords: Online Consumer Review, Price Discount, Lokasi, Minat Beli, Hotel OYO
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 > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
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 > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MILA RISKA
Date Deposited: 03 Jun 2023 01:38
Last Modified: 03 Jun 2023 01:38
URI: http://repository.mercubuana.ac.id/id/eprint/77883

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