ARYA, PRATAMA PUTRA (2022) ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN TIKET PESAWAT MENGGUNAKAN APLIKASI ONLINE TRAVELOKA (Studi Pada Mahasiswa Fakultas Ekonomi Universitas Muhammadiyah Semarang). SKRIPSI.
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Abstract
The increase in internet users that occurs every year in Indonesia at this time also plays a role in the development of e-commerce in Indonesia. The convenience offered by e-commerce today causes people to make it as an alternative place to meet their desired needs. Many of today's companies take advantage of online sales to increase their sales turnover. The company is currently also using it as an alternative place to market its goods and services. As an important element, e-commerce must have good service quality standards in order to improve consumer purchasing decisions. It is important to always make efforts to improve the service quality system for business continuity. The price factor is also one of the main factors that can determine consumer purchasing decisions. The purpose of this study was to determine the effect of convenience, service quality, and price on the decision to purchase airline tickets using the Traveloka online application for students of the Faculty of Economics, Muhammadiyah University, Semarang. The population of this study were students of the Faculty of Economics, Muhammadiyah University, Semarang with a total sample of 94 people. The sampling approach is non-probability sampling with purposive sampling. The data used in this study were analyzed using descriptive analysis, classical assumption test, and multiple linear regression analysis with the help of SPSS version 25 software. The findings of this study reveal that convenience, service quality, and price have a significant effect on the decision to purchase Traveloka online airline tickets for students at the University of Muhammadiyah Semarang. Based on the results of the study, the multiple linear regression equation model in this study is: Y = 2.480 + 0.202X1 + 0.300X2 + 0.122X3 + Based on the regression equation, it can be seen that the variable that affects the increase in the number of passengers is the quality of service which has a regression coefficient of 0.300. Based on the determination test, a determination coefficient of 0.491 or 49.1 percent was obtained which indicates that the variables of convenience, service quality, and price affect the decision to purchase Traveloka online flight tickets for students at Muhammadiyah University of Semarang, while other factors affect the decision to purchase online flight ticket testing. Traveloka for students at the University of Muhammadiyah Semarang by 50.9 percent or 0.507. Keywords: convenience, purchase decision, service quality, price
| Item Type: | Article |
|---|---|
| Additional Information: | 181904028 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 16 Jan 2023 05:54 |
| Last Modified: | 16 Jan 2023 05:54 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/4734 |
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