Ramadhan, Syahri and Dr. Christin Susilowati, (2022) Pengaruh Brand Awareness Dan Perceived Quality Terhadap Minat Beli Layanan Virtual Tour (Studi Pada Konsumen Perusahaan Travelxism). Sarjana thesis, Universitas Brawijaya.
Abstract
Sektor pariwisata menjadi sektor andalan yang terus berkembang dan salah satu sektor yang berperan penting dalam perekonomian Indonesia. Sayangnya, pandemi Covid-19 yang melanda seluruh dunia memaksa seluruh pelaku industri pariwisata untuk beradaptasi dan menata kembali strategi bisnis agar dapat bertahan. Travelxism menjadi salah satu perusahaan yang memanfaatkan perkembangan teknologi terkini untuk beradaptasi dalam menghadapi pandemi Covid-19 dengan mengganti paket perjalanan wisata secara langsung menjadi virtual tour. Walaupun demikian, Travelxism tetap harus bersaing dengan penyedia layanan virtual tour lainnya. Brand awareness dan perceived quality menjadi salah satu indikator penting dalam mempengaruhi minat beli konsumen agar memenangkan persaingan bisnis. Penelitian ini bertujuan untuk melihat apakah terdapat pengaruh antara brand awareness dan perceived quality terhadap minat beli layanan virtual tour dari Travelxism. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian explanatory research atau melihat hubungan antar satu variabel terhadap variabel lain. Populasi pada penelitian ini adalah konsumen Travelxism dengan sampel sebanyak 100 responden. Teknik sampling menggunakan Nonprobability Sampling metode Sampling Purposive atau dengan pertimbangan tertentu. Data hasil sampling diperoleh melalui kuisioner dan diolah melalui uji regresi linier berganda dengan bantuan software SPSS versi 26. Hasil dari penelitian menunjukkan brand awareness tidak berpengaruh terhadap minat beli sedangkan perceived quality berpengaruh terhadap minat beli.
English Abstract
Tourism is a superior sector that keeps developing and one of the sectors that plays an important role for Indonesia's economy. However, the Covid-19 pandemic that hit globally have forced all tourism businesspeople to adapt and rearrange their business strategy in order to survive. Travelxism is one of the business that uses the recent technological advancement to adapt and survive the pandemic. They switch their services to virtual tours, but they still have to compete with other service providers. Here brand awareness and perceived quality are key determinants for customer’s purchase intention. The objective of this research is to assess the effect of brand awareness and perceived quality on people’s intention to purchase Travelxism’s virtual tour services. The population of this quantitative explanatory research is the customers of Travelxism. Using non-probability sampling method and purposive sampling technique, 100 people were selected as the respondents. The data of this research was harvested from questionnaires and was processed using multiple linear regression in SPSS version 26, resulting in that brand awareness does not significantly influence the purchase intention and that perceived quality affects the purchase intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0522020515 |
| Uncontrolled Keywords: | Brand Awareness, Perceived Quality, Minat Beli, Virtual Tour, Travelxism, brand awareness, perceived quality, purchase intention, virtual tour, Travelxism |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 26 Jul 2023 01:36 |
| Last Modified: | 26 Jul 2023 01:36 |
| URI: | http://repository.ub.ac.id/id/eprint/202130 |
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Text (DALAM MASA EMBARGO)
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