RAVELINDO, ANDERSON (2023) FAKTOR FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN TIKET PESAWAT DI APLIKASI TRAVELOKA (Studi Pada Bandar Udara Internasional Ahmad Yani Semarang). SKRIPSI.
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Abstract
ABSTRACT This study aims to analyze the factors that influence the decision to purchase airplane tickets through the Traveloka application. The rapid increase in the use of technology and the internet has changed the way people buy airplane tickets, with the Traveloka application being one of the popular platforms for making these transactions. The research method used is a survey through questionnaires distributed to Traveloka application users who have purchased airplane tickets. The questionnaire includes questions about factors that influence their purchasing decisions, such as ticket prices, customer experience, consumer trust, convenience, brand image of application usage, and other relevant factors. The purpose of this research is to find out how to analyze service quality on Traveloka's purchasing decisions. Based on the regression results, a linear equation can be made: Y = 2,481 + 0,154 X1 + 0,206 X2 + 0,187 X3 + 0,175 X4 + 0,160 X5 + µ The regression coefficient of the customer experience variable is 0.154 which means that it has a positive and partially significant influence on purchasing decisions. The regression coefficient of the trust variable is 0.206 which means it has a positive and significant effect partially on purchasing decisions. The price variable regression coefficient of 0.187 means that it has a positive and partially significant effect on the purchase decision. The regression coefficient of the convenience variable of 0.175 means that it has a partially positive and significant effect on the purchase decision. The regression coefficient for the brand image variable is 0.160, which means it has a positive and partially significant effect on purchasing decisions. Adequacy of determination Adjusted R Square value which indicates the number 0.548. These results indicate that experience, trust, ticket price, convenience, brand image. are able to explain The purchase decision in using the Traveloka application is 54.8%, while for the rest (100% - 54.8% = 45.2%), comes from other research variables. Keywords:customer experience, consumer trust, price, convenience, brand image
| Item Type: | Article |
|---|---|
| Additional Information: | 1920040196 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 11 Aug 2023 07:35 |
| Last Modified: | 11 Aug 2023 07:35 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/5516 |
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