PENGARUH PROMOTION, SERVICE QUALITY, DAN WEBSITE QUALITY TERHADAP PURCHASE INTENTION PADA TIKET PESAWAT (Studi Kasus: Traveloka.com)

QOTRUNNIDA, ASHFA (2021) PENGARUH PROMOTION, SERVICE QUALITY, DAN WEBSITE QUALITY TERHADAP PURCHASE INTENTION PADA TIKET PESAWAT (Studi Kasus: Traveloka.com). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the effects of promotions, service quality, and website quality toward purchase intention. The researcher used Traveloka.com as the object, and 160 respondents as samples which were calculated by applying the method of Hair, the 5-times indicator. This research applied the convenience sampling method to collect samples, used questionnaires to collect data, and utilized Partial Least Square (PLS) to analyze data. Throughout the research, the results revealed that promotion, service quality, and website quality all gave positive and significant effects toward purchase intention. Keywords: Promotion, service quality, website quality, purchase intention, Traveloka.com. Penelitian ini bertujuan untuk menganalisis pengaruh promotion, service quality, dan website quality terhadap purchase intention. Objek penelitian ini adalah Traveloka.com dan jumlah sampel yang digunakan dalam penelitian ini sebanyak 160 responden dengan menggunakan metode perhitungan rumus heir yaitu indikator dikalikan 5. Metode penarikan sampel menggunakan metode convenience sampling, metode pengumpulan data menggunakan metode kuesioner dan analisis data menggunakan Partial Least Square (PLS). Hasil penelitian diketahui bahwa promotion berpengaruh secara positif dan signifikan terhadap purchase intention, service quality berpengaruh secara positif dan signifikan terhadap purchase intention dan web quality berpengaruh secara positif dan signifikan terhadap purchase intention. Kata Kunci: Promotion, service quality, website quality, purchase intention, Traveloka.com.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55118120102
Uncontrolled Keywords: Promotion, service quality, website quality, purchase intention, Traveloka.com.
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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 25 Feb 2022 03:58
Last Modified: 25 Feb 2022 03:58
URI: http://repository.mercubuana.ac.id/id/eprint/56818

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