RESTU, PANGESTI (2021) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN DALAM PENGGUNAAN APLIKASI TRAVELOKA PADA PEMBELIAN TIKET PESAWAT (Studi Kasus Pada Mahasiswa UNIMAR AMNI Semarang). SKRIPSI.
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Abstract
Currently the development of science, especially in the field of technology and information is growing rapidly. The existence of technology that is developing rapidly will be able to help make it easier for people to carry out their daily activities. In the world of commerce, the use of information technology is better known as e-commerce. E-commerce is the buying, selling and marketing of goods and services through an electronic network system. One of the e-commerce-based companies is Traveloka. One of the features offered by Traveloka is flight ticket reservation. This study aims to determine the effect of brand awareness, service quality and price perception partially and simultaneously on the decision to purchase airline tickets at UNIMAR Amni Semarang students. The population in this study were students using Traveloka services at UNIMAR Amni Semarang with a sample of 100 respondents. The sampling technique used is non-propability sampling with the type of sampling that is quota sampling. The analytical method used is descriptive analysis and quantitative analysis, the data were analyzed using multiple linear regression analysis with the help of (software) Statistical Package For Social Science (SPSS) version 21. The results of this study indicate that the variables of brand awareness, service quality, and price perception are partial and simultaneous influence on the decision to purchase airline tickets at UNIMAR Amni Semarang students. The results of multiple linear regression analysis obtained the equation Y = 3.070 +0.224X1+0.265X2+0.116X3 + From the regression equation, it can be seen that the most dominant variable influencing purchasing decisions is the service quality variable with a regression coefficient of 0.265. With the R2 (R Square) test, the results are 0.516 or 51.6%, which means that the decision to purchase airplane tickets for UNIMAR Amni Semarang students is influenced by the variables of brand awareness, service quality and price perception, which is 51.6% and other factors that affect tickets. aircraft on UNIMAR Amni Semarang students is 48.4%. Keywords : brand awareness, service quality, price perception, and purchasing decisions.
| Item Type: | Article |
|---|---|
| Additional Information: | 1718.04.188 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 30 Sep 2021 02:11 |
| Last Modified: | 30 Sep 2021 02:11 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/3710 |
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