FREDIK, ALEXANDER PETAN (2025) PERAN CITRA MEREK, LABEL REKOMENDASI, DAN PENGARUH SOSIAL TERHADAP KEPUTUSAN PEMBELIAN TIKET PESAWAT TRANSNUSA MELALUI PLATFORM TRAVELOKA DENGAN KEPERCAYAAN SEBAGAI VARIABEL ANTARA. S2 thesis, Universitas Mercu Buana - Menteng.
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Abstract
This research aims to find out and analyse the roles of brand image, recommendation label, and social influence on purchase decisions of TransNusa air tickets on Traveloka's platform, with trust as a mediating variable. A quantitative approach was employed by an online survey of 150 respondents of TransNusa's passenger who purchase the tickets via Traveloka platform. The collected data was analysed using Structural Equation Model-Partial Least Square (SEM-PLS). Results indicate that brand image significantly influence purchase decisions. While recommendation label insignificantly influences purchase decision. Besides, social influence does not influence purchase decision. However, trust mediates the relationships between brand image, recommendation label, social influence and purchase decisions. The findings contribute to the understanding of online purchase behaviour, emphasizing the crucial role of trust in shaping consumer purchase decisions. This research provides valuable insights for TransNusa airlines seeking to enhance their marketing strategies. Penelitian ini bertujuan untuk mengetahui dan menganalisis peran citra merek, label rekomendasi, dan pengaruh sosial terhadap keputusan pembelian tiket pesawat TransNusa di platform Traveloka, dengan kepercayaan sebagai variabel mediasi. Pendekatan kuantitatif digunakan melalui survei online terhadap 150 responden penumpang TransNusa yang membeli tiket melalui platform Traveloka. Data yang terkumpul dianalisis menggunakan Structural Equation Model-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa citra merek berpengaruh signifikan terhadap keputusan pembelian. Sementara label rekomendasi tidak berpengaruh signifikan terhadap keputusan pembelian. Selain itu, pengaruh sosial tidak berpengaruh terhadap keputusan pembelian. Namun, kepercayaan memediasi hubungan antara citra merek, label rekomendasi, pengaruh sosial, dan keputusan pembelian. Temuan ini berkontribusi pada pemahaman perilaku pembelian tiket secara online, yang menekankan peran penting kepercayaan dalam membentuk keputusan pembelian konsumen. Penelitian ini memberikan wawasan berharga bagi maskapai penerbangan TransNusa yang ingin meningkatkan strategi pemasaran mereka.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55122120072 |
| Uncontrolled Keywords: | Purchase Decision, Trust, Recommendation Label, Brand Image, Social Influence Keputusan Pembelian, Kepercayaan, Label Rekomendasi, Citra Merek, Pengaruh Sosial |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | SUTRA DEWANGGA |
| Date Deposited: | 22 Feb 2025 03:48 |
| Last Modified: | 22 Feb 2025 03:48 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/94384 |
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