Pengaruh Review Hotel pada Mobile Application Traveloka terhadap Intensi Pembelian Generasi Milenial = The Influence of Hotel Review on Traveloka Mobile Application towards Purchase Intention among Millennial Generation
Dhea Kania Ananditha;
Hapsari Setyowardhani, supervisor; Sri Daryanti, examiner; Ira Iriyanty, examiner
(Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2019)
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Penelitian ini dilakukan untuk mengetahui faktor apa saja yang mempengaruhi review hotelpada mobile application Traveloka terhadap purchase Intention. Penelitian ini menggunakanmetode conclusive descriptive cross-sectional dan kuesioner disebar secara online ke 114responden milenial yang pernah melakukan reservasi hotel pada aplikasi seluler Traveloka.Skripsi ini menggunakan analisis structural equation modelling (SEM). Penelitian inimenghasilkan Information Credibility dan Attitude towards information memiliki pengaruhyang signifikan terhadap Information Usefulness. Hasil lain penelitian ini menunjukkan bahwaInformation Usefulness memiliki pengaruh yang signifikan terhadap Information Adoption danInformation Adoption memiliki pengaruh yang signifikan Purchase Intention. InformationQuality dan Needs of information tidak memiliki pengaruh yang signifikan terhadapInformation Usefulness serta Attitude towards Information tidak memiliki pengaruh yangsignifikan dan langsung terhadap Purchase Intention. Memahami faktor-faktor yang dapatmemberikan pengaruh terhadap Purchase Intention pada kegiatan reservasi hotel melaluiaplikasi Online Travel Agent di Indonesia dapat membantu pemasar dalam memprediksiperilaku konsumen dalam kegiatan pesamasaran produk ataupun perusahaan This study was conducted to determine what factors influence hotel reviews on Travelokamobile application towards purchase intentions. This study used a conclusive descriptive crosssectionalmethod and the questionnaire was distributed online to 114 millennial respondentswho had made hotel reservations on the Traveloka mobile app. The data analysis technique inthis study used the Structural Equation Model (SEM). The result of the study are InformationCredibility and Attitude towards information having a significant influence on InformationUsefulness. Other results of this study indicate that Information Usefulness has a significanteffect on Information Adoption and Information Adoption has a significant influence onPurchase Intention. Information Quality and Needs of information do not have a significanteffect on Information Usefulness and Attitude towards Information do not have a significantand direct effect on Purchase Intention. Understanding the factors that can influence PurchaseIntention in hotel reservation activities through the Online Travel Agent application inIndonesia can help marketers predict consumer behavior in product or company marketingactivities |
 S-Dhea Kania Ananditha.pdf :: Unduh
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| No. Panggil : | S-Pdf |
| Entri utama-Nama orang : | |
| Entri tambahan-Nama orang : | |
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| Subjek : | |
| Penerbitan : | Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2019 |
| Program Studi : |
| Bahasa : | ind |
| Sumber Pengatalogan : | LibUI ind rda |
| Tipe Konten : | text |
| Tipe Media : | computer |
| Tipe Carrier : | online resource |
| Deskripsi Fisik : | xv, 87 pages : illustration ; appendix |
| Naskah Ringkas : | |
| Lembaga Pemilik : | Universitas Indonesia |
| Lokasi : | Perpustakaan UI |
| No. Panggil | No. Barkod | Ketersediaan |
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| S-Pdf | 14-21-666908878 | TERSEDIA |
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| Tidak ada ulasan pada koleksi ini: 20512889 |
