CHAIRANI, HIJRI (2021) ANALISIS PENGARUH INFORMASI PRODUK, HARGA, DAN DISKON TERHADAP KEGUNAAN PENGGUNA DALAM UPAYA MENDORONG MINAT BELI ONLINE DI TRAVELOKA.COM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine and analyze the relationship between product variables, prices and discounts on user usability in an effort to encourage onlinebuying interest at Traveloka.com. The object of this research is consumers whohave bought tickets on the Traveloka.com website as a media tool in orderinghotel, flight, and entertainment tickets. The sampling technique used purposivesampling technique with a sample of 90 respondents. The data analysis techniqueused in this research is descriptive analysis, validity analysis, reliability analysis, multiple linear regression analysis and the coefficient of determination (R2) withthe application of SPSS 20.0 analysis. The results showed that there has nopositive and no significant influence on the product variable and the discount variable, while the price variable had a no positive and significant effect on theusability of users in an effort to encourage online buying interest at Traveloka.com. Keywords: Products, Prices, Discounts, Purchase Interest Penelitian ini bertujuan untuk menguji dan menganalisis hubungan antar variabel produk, harga dan diskon terhadap kegunaan pengguna dalam upayamendorong minat beli online di Traveloka.com. Objek penelitian ini merupakankonsumen yang pernah membeli tiket pada website Traveloka.com sebagai alat media dalam memesan tiket hotel, pesawat, dan hiburan. Teknik pengambilansampel menggunakan teknik purposive sampling dengan sample sebanyak 90responden. Teknik analisis data yang digunakan dalam penelitian ini adalahanalisis deskriptif, analisis validitas, analisis reliabilitas, analisis regresis linear berganda dan koefisien determinasi (R²) dengan aplikasi analisis SPSS 20.0. Hasil penelitian menunjukkan adanya pengaruh negatif dan tidak signifikan padavariabel produk, dan variabel diskon, sedangkan pada variabel harga berpengaruhnegatif dan signifikan terhadap kegunaan pengguna dalam upaya mendorongminat beli online di Traveloka.com. Kata kunci : Produk, Harga, Diskon, Minat Beli
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43116120289 |
| Uncontrolled Keywords: | Produk, Harga, Diskon, Minat Beli |
| 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: | 13 Jul 2023 06:09 |
| Last Modified: | 13 Jul 2023 06:09 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79109 |
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