Factors that influence customer's purchase intention of an e-commerce company in Indonesia (Traveloka)

William, Christian (2018) Factors that influence customer's purchase intention of an e-commerce company in Indonesia (Traveloka). Bachelor thesis, Universitas Pelita harapan.

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Abstract

Purpose of this study is to analyze factors that influence customer's purchase intention. There are four factors that are used as the factors to determine purchase intention, which are product quality, brand image, digital advertising, and product pricing. A total of 200 questionnaires were distributed to samples who used or saw Traveloka's application and advertisement via online. The scale of measurement used in the questionnaire is Likert Scale. The sampling technique that is used is purposive sampling. Multiple regression analysis is used as the data analysis method and SPSS (Statistical Package for the Social Sciences) 24.0 for Mac as a tool to test the hypotheses in this research. From the results of hypotheses testing, it can be concluded that four variables that are tested in this research are positively related to purchase intention. This study further suggests that the company should continue and develop their product quality, brand image, digital advertising, and product pricing because every variables that discussed in the research is giving a good impact to customer purchase intention.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
William, ChristianNIM0000007332UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorTan, Pauline HenrieteNIDN0023036906pauline.henriette@uph.edu
Thesis advisorJuniarty, JuniartyNIDN0326067803juniarty.fe@uph.edu
Additional Information: SK 11-14 WIL f ; 31001000077702
Uncontrolled Keywords: product quality; brand image; digital advertising; product pricing; purchase intention.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Mrs Veronica Fitri Astuti
Date Deposited: 03 May 2021 06:59
Last Modified: 22 Jan 2024 05:47
URI: http://repository.uph.edu/id/eprint/21524

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