RAMADHANI, SALSABILA FARAH (2021) PENGARUH E-WOM DAN CITRA MEREK TERHADAP KEPUTUSAN MENGINAP DI HOTEL MELALUI APLIKASI TRAVELOKA (PT. TRINUSA TRAVELINDO) (Studi Pada Pengguna Aplikasi Traveloka). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of Electronic Word of Mouth (EWOM) and Brand Image and its impact on purchasing decision in using by using Traveloka .Population in this research is citizens on Jabodetabek. The sample used is 130 people, calculated based on Slovin formula. The sampling method uses Purposive Sampling. The methods of data collection using survey method, with the research instrument is an online questionnaire. The data analysis method using Partial Least Square. This study proves that Electronic Word of Mouth (E-WOM) and Brand Image has positive and significant efeect on purchasing decision by using Traveloka. Keywords: Electronic Word of Mouth (E-WOM), Brand Image, Purchasing Decision, Hotel, Traveloka.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43117010413 |
| Uncontrolled Keywords: | Electronic Word of Mouth (E-WOM), Brand Image, Purchasing Decision, Hotel, Traveloka. |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 21 Aug 2023 03:47 |
| Last Modified: | 21 Aug 2023 03:47 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80153 |
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