Faresha, Karlina Siti (2017) Pengaruh Electronic Word Of Mouth Terhadap Purchase Intention Yang Dimediasi Oleh Brand Image Pada Situs Travel Online Traveloka (Studi Pada Pengguna Traveloka 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 Traveloka baik pengaruh secara langsung maupun tidak langsung. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel-variabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 110 responden yang diambil dari populasi konsumen Traveloka. Pengambilan sampel menggunakan teknik purposive sampling karakteristik sampel yang dipilih yaitu, minimal berusia 17 tahun, dan minimal pernah 1 kali mengunjungi website atau membaca review online mengenai Traveloka. Alat uji yang digunakan untuk menguji instrumen penelitian ini beupa uji validitas, uji reliabilitas, dan uji asumsi klasik. Uji hipotesis dilakukan menggunakan uji t. Teknik analisis data menggunakan analisis jalur (path analysis) dan uji hipotesis dilakukan menggunakan uji t dengan menggunakan program SPSS 23. Dari hasil penelitian dapat disimpulkan bahwa variabel electronic word of mouth mempunyai pengaruh langsung secara signifikan terhadap purchase intention pengguna situs travel online Traveloka. Elecronic word of mouth juga mempunyai pengaruh langsung secara signifikan terhadap brand image pengguna situs travel online Traveloka. Brand image mempunyai pengaruh langsung secara signifikan terhadap purchase intention pengguna situs travel online Traveloka. Secara tidak langsung, brand image mempunyai pengaruh signifikan dapat memediasi pengaruh electronic word of muoth terhadap purchase intention pengguna situs travel online Traveloka di Kota Malang.
English Abstract
The study aims at identifying the direct and indirect effect of Electronic word of Mouth and Brand Image on Traveloka users’ Purchase Intention. This explanatory research attempt to elucidate the casual relations among variables through hypotesis testing. This study uses 110 respondents of Traveloka 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 Traveloka. The research instrument is tested in terms of its validity, reliability, and classical assumption. The hypotesis is evaluated by t-test using SPSS 23, and the data are carefully examined by path analysis. The result of the study shows that electronic word of mouth gives significant direct effect on both the purchase intention of Traveloka users and the brand image of such an online travel site. The brand image itself also significantly and directly influence the purchase intention of Traveloka users. This trend can lead the brand image to give significant yet indirect effect in mediating the influence of electronic word of mouth on purchase intention of Traveloka users in Malang city.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/770/051800649 |
| 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: | Yusuf Dwi N. |
| Date Deposited: | 31 Jan 2018 06:33 |
| Last Modified: | 03 Nov 2021 03:12 |
| URI: | http://repository.ub.ac.id/id/eprint/8621 |
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