ARIEF, OKTAVIAWAN (2021) ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN TIKET PESAWAT MELALUI APLIKASI ONLINE (Studi Kasus Pada Konsumen Traveloka Di Kota Semarang). SKRIPSI.
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Abstract
Purchasing decisions are influenced by several factors including Price, Ease and Trust. Of the three, have an important role in improving Purchase Decisions. The purpose of this study is to determine whether there is an influence of Price, Ease and Trust on Purchase Decisions on consumers who purchase airline tickets through the online application Traveloka in the City of Semarang. In this study, the research population is consumers who purchase airline tickets through the application online Traveloka Semarang City. The sample in this study amounted to 96 respondents using technique Nonprobability Sampling and the type of sampling is Incidental Sampling. The data analysis used in this research is descriptive analysis and quantitative analysis. The variables in this study consist of the independent variable Price (X1), Ease (X2) and Trust (X3) and the dependent variable is Purchase Decision (Y). This research model is multiple linear regression analysis. The results of the analysis using the statistical tool program (software) SPSS version 23, obtained the multiple linear regression equation is Y= 0.285+ 0.213 X1 + 0.451 X2 + 0.281 X3 + μ The results of multiple linear equations indicate that there is a positive and significant influence between Price on Purchasing Decisions (t count 2.442 > t table 1.98609), Ease of Purchase Decision (t count 3.981 > t table 1.98609) and Trust in Purchase Decision (t count 2.938 > t table 1.98609) individually Price, Ease and Trust affect the Purchase Decision. Meanwhile, from the results of the significance test of the f test equation, the value (f count 56.821 > f table 3.09) simultaneously (simultaneously) Price, Ease and Trust affect the Purchase Decision. The influence of the three research variables is very strong with a coefficient value (Adjusted R Square) obtained by 63.8% on Purchase Decisions and 36.2% is influenced by variables that are not detected in this study. Keywords: Price, Ease, Trust and Purchase Decision
| Item Type: | Article |
|---|---|
| Additional Information: | 1718.04.036 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 21 Oct 2021 04:16 |
| Last Modified: | 21 Oct 2021 04:16 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/3772 |
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