Frastiwi, Nur (2019) Pengaruh Electronic Word Of Mouth Terhadap Purchase Intention Dengan Brand Image Sebagai Variabel Mediasi Pada Situs Travel Online Tiket.com (Studi Pada Pengguna Tiket.com Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth dan brand image terhadap purchase intention pengguna situs travel online Tiket.com di Kota Malang, baik pengaruh secara langsung maupun tidak langsung. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kasual antara variabel-variabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 100 responden yang diambil dari populasi konsumen Tiket.com. Pengambilan sampel menggunakan teknik purposive sampling dengan karakteristik sampel yang dipilih yaitu minimal berusia 17 tahun, dan minimal pernah 1 kali mengunjungi website dan membaca review online mengenai Tiket.com. Alat uji yang digunakan untuk menguji instrumen penelitian berupa uji validitas, uji reliabilitas, dan uji asumsi klasik. Uji hipotesis dilakukan menggunakan uji t. Teknik analisis data menggunakan analisis jalur (path analysis) dengan menggunakan program SPSS 20. Hasil penelitian menunjukkan bahwa variabel electronic word of mouth mempunyai pengaruh langsung terhadap purchase intention pengguna situs travel online Tiket.com. Electronic word of mouth juga mempunyai pengaruh langsung terhadap brand image pengguna situs travel online Tiket.com. Brand image mempunyai pengaruh langsung terhadap purchase intention pengguna situs travel online Tiket.com. Secara tidak langsung, brand image mempunyai pengaruh yang dapat memediasi electronic word of mouth terhadap purchase intention pengguna situs travel online Tiket.com.
English Abstract
The study aims at identifying the direct and indirect effect of electronic word of mouth and brand image on Tiket.com users purchase intention in Malang City. This explanatory research attempt to elucidate the casual relations among variables through hypotesis testing. This study uses 100 respondents of Tiket.com consumers. The samples are selected using purposive sampling technique. The sample should be at least under the requirement of their minimum age of 17 and having at least once visited the website or read the online review of Tiket.com. The research instrument is tested in terms of its validity, reliability, and classical assumption. The hypotesis is evaluated by t-test using SPSS 20, and the data are carefully examined by path analysis. The result of the study shows that Electronic Word of Mouth gives direct effect on both the purchase intention of Tiket.com users and the brand image of such an online travel site. The brand image itself also directly influence the purchase intention of Tiket.com users. This trend can lead the brand image to give indirect effect in mediating the influence of Electronic Word of Mouth on Purchase Intention of Tiket.com users in Malang City.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/150/051903566 |
| Uncontrolled Keywords: | Electronic Word of Mouth, Brand Image, Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Endang Susworini |
| Date Deposited: | 15 Aug 2020 12:57 |
| Last Modified: | 15 Aug 2020 12:57 |
| URI: | http://repository.ub.ac.id/id/eprint/170345 |
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