Dhania and Dr. Fatchur Rohmao, (2019) The Influence Of Perceived Ease Of Use, Perceived Of Usefulness, And Sales Promotion Towards The Purchase Decision Of Traveloka Mobile Application Consumers (A Study On Traveloka Mobile Application In Malang City). Sarjana thesis, Universitas Brawijaya.
Abstract
enelitian ini dilakukan bertujuan untuk mengetahui pengaruh dari persepsi kemudahan, persepsi manfaat, dan promosi penjualan terhadap keputusan pembelian konsumen pada aplikasi mobile Traveloka di Kota Malang. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan dan pengaruh antara satu variable dengan variable lainnya melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 210 responden dimana penyebaran kuesioner dilaksanakan di Kota Malang. Sampel terdiri dari responden yang sudah pernah melakukan transaksi pada aplikasi mobile Traveloka. Analisis data dalam penelitian ini menggunakan Analasis Regresi Linier Berganda dan uji hipotesis menggunakan uji t yang diolah dengan software SPSS ver. 20. Dari hasil pengujian terhadap ketiga hipotesis dapat disimpulkan bahwa variable persepsi kemudahan, persepsi manfaat, dan promosi penjualan memiliki pengaruh positif signifikan terhadap keputusan pembelian konsumen pada aplikasi mobile Traveloka. Impilkasi penelitian ini adalah perlunya meningkatkan persepsi kemudahan dan promosi penjualan terhadap keputusan pembelian konsumen pada aplikasi mobile Traveloka. Hal ini dapat dilakukan antara lain dengan cara menyediakan fitur live chat dengan Traveloka customer service serta dapat menggunakan alat promosi penjualan lainnya yaitu Prizes untuk dapat meningkatkan keputusan pembelian konsumen pada aplikasi mobile Traveloka.
English Abstract
This research aims to discover the influence of Perceived Ease of Use, Perceived of Usefulness, and Sales Promotion towards the Purchase Decision of Traveloka mobile application consumers in Malang City. The type of this research is the explanatory research which explains the relationship and the influence between one variable and another through the hypothesis testing. This study used a sample of 210 respondents where the survey was conducted in Malang City. The sample of this research consisted of the respondents who had already made transactions on Traveloka mobile application. The data analysis used in this study was the Multiple Linear Regression Analysis and the hypothesis testing using the t test which is processed through the SPSS software ver. 20. From the results of testing three hypotheses, it can be concluded that the variable of Perceived Ease of Use, Perceived of Usefulness, and Sales Promotion have a significant positive influence on the Purchase Decision of Traveloka mobile application consumers. This research imply that there is a need to increase and improve the Perceived Ease of Use and Sales Promotion in order to enhance the Purchase Decision of Traveloka mobile application consumers. The implications of the research, obtained include by providing a live chat feature with the Traveloka customer service and being able to use another sales promotion tool which is Prizes
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/3/051903440 |
| Uncontrolled Keywords: | Persepsi Kemudahan, Persepsi Manfaat, Promosi Penjualan, Keputusan Pembelian, Perceived Ease of Use, Perceived of Usefulness, Sales Promotion, Purchase Decision. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 24 Jul 2020 13:27 |
| Last Modified: | 24 Aug 2023 02:06 |
| URI: | http://repository.ub.ac.id/id/eprint/170034 |
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