Kontribusi brand trust, price, perceived value terhadap purchase intention melalui variabel mediasi brand image untuk pembelian tiket pesawat melalui traveloka pada masa pandemi covid-19 = Contribution of brand trust, price, perceived value to purchase intention through brand image mediation variables for purchase of airplane tickets through traveloka during the covid-19 pandemic

Joo, Eun (2021) Kontribusi brand trust, price, perceived value terhadap purchase intention melalui variabel mediasi brand image untuk pembelian tiket pesawat melalui traveloka pada masa pandemi covid-19 = Contribution of brand trust, price, perceived value to purchase intention through brand image mediation variables for purchase of airplane tickets through traveloka during the covid-19 pandemic. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh dampak price terhadap brand image untuk pembelian tiket pesawat melalui Traveloka pada masa pandemic Covid-19, untuk menguji dan menganalisis pengaruh dampak perceived value terhadap brand image untuk pembelian tiket pesawat melalui Traveloka pada masa pandemic Covid-19, untuk menguji dan menganalisis pengaruh dampak brand trust terhadap brand image untuk pembelian tiket pesawat melalui Traveloka pada masa pandemic Covid-19, untuk menguji dan menganalisis pengaruh dampak brand image terhadap purchase intention untuk pembelian tiket pesawat melalui Traveloka pada masa pandemic Covid-19, untuk menguji dan menganalisis pengaruh dampak price terhadap purchase intention untuk pembelian tiket pesawat melalui Traveloka pada masa pandemic Covid-19, dan untuk menguji dan menganalisis pengaruh dampak brand trust terhadap purchase intention untuk pembelian tiket pesawat melalui Traveloka pada masa pandemic Covid-19. Dalam penelitian ini, teknik pengambilan sampel yang digunakan adalah metode purposive sampling dari nonprobability. Penelitian ini mencakup sampel sebanyak 300 responden pengguna Traveloka pada masa pandemic Covid-19. Kesimpulan dari penelitian ini adalah price berpengaruh positif terhadap brand image, perceived value berpengaruh positif terhadap brand image, brand trust berpengaruh positif terhadap brand image, brand image berpengaruh positif terhadap purchase intention, price berpengaruh positif terhadap purchase intention, dan brand trust berpengaruh positif terhadap purchase intention. / This study aims to examine and analyze the effect of price impact on brand image for purchasing airline tickets through Traveloka during the Covid-19 pandemic, to examine and analyze the effect of perceived value impact on brand image for purchasing airline tickets through Traveloka during the Covid-19 pandemic. , to test and analyze the effect of the impact of brand trust on brand image for purchasing airline tickets through Traveloka during the Covid-19 pandemic, to examine and analyze the effect of the impact of brand image on purchase intentions to purchase airline tickets through Traveloka during the Covid-19 pandemic, to to examine and analyze the effect of price impact on purchase intention to purchase flight tickets through Traveloka during the Covid-19 pandemic, and to examine and analyze the effect of the impact of brand trust on purchase intention to purchase airline tickets through Traveloka during the Covid-19 pandemic. In this study, the sampling technique used was purposive sampling method from non-probability. This study includes a sample of 300 Traveloka users during the Covid-19 pandemic. The conclusion of this study is that price has a positive effect on brand image, perceived value has a positive effect on brand image, brand trust has a positive effect on brand image, brand image has a positive effect on purchase intention, price has a positive effect on purchase intention, and brand trust has a positive effect on purchase intention.

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