Fitri, Nadia Salma (2018) Pengaruh Electronic Word of Mouth terhadap Minat Pembelian Voucher Hotel pada Tiket.com. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth (X) terhadap minat pembelian (Y) voucher hotel pada Tiket.com yang menggunakan dua rute pemrosesan pesan dari teori Elaboration Likelihood Model, yaitu rute central dengan variabel accuracy (X1), relevance (X2), comprehensive (X3), dan value added information (X4), serta rute peripheral dengan variabel product ranking (X5), dan information quantity (X6). Jenis penelitian ini ialah kuantitatif eksplanatif dengan metode survei. Penelitian ini juga bertujuan untuk mengetahui variabel apa yang paling dominan dalam mempengaruhi minat pembelian konsumen. Sampel penelitian ini berjumlah 272 responden yang memiliki kriteria; masyarakat Indonesia secara umum, pernah terpapar informasi dari kolom ulasan hotel yang terdapat pada Tiket.com, dan belum pernah atau sudah pernah membeli voucher hotel di Tiket.com. Teknik pengambilan sampel penelitian ini menggunakan teknik quota sampling. Alat uji instrumen penelitian ini ialah uji validitas dan uji reliabilitas. Analisis data penelitian ini menggunakan analisis regresi berganda dengan uji asumsi klasik uji normalitas, uji multikolinieritas, dan uji heteroskedastisitas. Hasil penelitian ini ialah secara bersama-sama seluruh variabel electronic word of mouth berpengaruh secara signifikan terhadap minat pembelian voucher hotel pada Tiket.com. Secara parsial atau individu, variabel yang berpengaruh secara signifikan terhadap minat pembelian adalah accuracy (X1), relevance (X2), value added information (X4), product ranking (X5), dan information quantity (X6). Sedangkan variabel comprehensive (X3) tidak berpengaruh secara signifikan terhadap minat pembelian. Variabel yang paling dominan berpengaruh terhadap minat pembelian konsumen adalah variabel product ranking (X5), sehingga dapat dikatakan rute yang paling dominan dan signifikan dalam mempengaruhi minat pembelian konsumen Tiket.com adalah rute peripheral. Artinya konsumen Tiket.com yang berminat untuk membeli voucher hotel di Tiket.com biasanya akan melalui proses elaborasi informasi yang rendah.
English Abstract
This study aimed to determine the effect of electronic word of mouth (X) towards the purchase intention (Y) hotel voucher at Tiket.com which used two message processing routes from Elaboration Likelihood Model theory, namely central route with accuracy (X1), relevance (X2), comprehensive (X3), value added information (X4), and peripheral routes with product ranking (X5) and information quantity (X6) variables. This type of research is quantitative explanative with survey method. This study also aimed to determine what variables are the most dominant in influenced consumer purchase intention. The sample of this study amounted to 272 respondents who have criteria; Indonesian people in general and have been exposed to information from the hotel reviews column found on Tiket.com, and have never or ever bought hotel vouchers on Tiket.com. The sampling technique of this research is used quota sampling technique. Instrument test of this research is validity and reliability test. Analysis of this research data used multiple regression analysis with classical assumption test of normality test, multicollinearity test, and heteroscedasticity test. The result of this research showed that all the variables of electronic word of mouth simultaneously influence significantly to the intention of hotel voucher purchase at Tiket.com. Partially or individually, variables that significantly influence purchasing intention are accuracy (X1), relevance (X2), value added information (X4), product rank (X5), and information quantity (X6). While the comprehensive (X3) variable does not significantly influence the intention of purchase. The most dominant variable affected consumer purchase intention is product ranking (X5), so it can be said that the most dominant and significant route in influencing the purchase intention of consumer of Tiket.com is peripheral route. This means that the customers of Tiket.com who are interested to buy hotel vouchers at Tiket.com will usually go through a process of low information elaboration.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2018/353/051805238 |
| Uncontrolled Keywords: | Electronic Word of Mouth, Accuracy, Relevance, Comprehensive, Value Added Information, Product Ranking, Information Quantity, Minat Pembelian. Electronic Word of Mouth, Accuracy, Relevance, Comprehensive, Value Added Information, Product Ranking, Information Quantity, Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 10 May 2019 06:20 |
| Last Modified: | 21 Oct 2021 04:33 |
| URI: | http://repository.ub.ac.id/id/eprint/164801 |
![[thumbnail of Nadia Salma Fitri.pdf]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text
Nadia Salma Fitri.pdf Restricted to Registered users only Download (10MB) |
Actions (login required)
 |
View Item |