SARI, ATRI WIDIA (2019) PENGARUH PRODUK, HARGA, KEMUDAHAN TERHADAP WORD OF MOUTH TRAVELOKA DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of products, prices, ease of Traveloka word of mouth with consumer satisfaction as a variable intervening. The data in this study were obtained from 200 respondents who had made transactions at Traveloka. Data analysis in this study used the partial least square (PLS) method of Structural Equation Modeling (SEM). The first stage in this study is to test the validity and reliability of each variable's statement. The second stage examines the relationship between products, prices, ease of Traveloka word of mouth with customer satisfaction. The results of this research declare that the product, price, ease of Traveloka word of mouth with customer satisfaction have a positive effect. Keywords : Product, Price, Convenience and Customer Satisfaction on Traveloka Word of Mouth. Penelitian ini bertujuan untuk menganalisis pengaruh produk, harga, kemudahan terhadap word of mouth traveloka dengan kepuasan konsumen sebagai variable intervening. Data dalam penelitian ini diperoleh dari 200 responden yang telah melakukan transaksi di traveloka. Analisis data dalam penelitian ini menggunakan metode partial least square (PLS) Structural Equation Modeling (SEM). Tahap pertama dalam penelitian ini adalah menguji validitas dan reliabilitas pernyataan setiap variabel. Tahap kedua menguji hubungan antara produk, harga, kemudahan terhadap word of mouth traveloka dengan kepuasan konsumen. Hasil dari penelitan ini menyatakan bahwa produk, harga, kemudahan terhadap word of mouth traveloka dengan kepuasan konsumen berpengaruh positif. Kata Kunci : Produk, Harga, Kemudahan dan Kepuasan Konsumen terhadap Word Of Mouth Traveloka.
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