Analisis Faktor - Faktor yang Memegaruhi Keputusan Pembelian (studi kasus pembelian tiket pesawat di pt. xyz selama pandemi Covid19)

Mardiana, Dian (2021) Analisis Faktor - Faktor yang Memegaruhi Keputusan Pembelian (studi kasus pembelian tiket pesawat di pt. xyz selama pandemi Covid19). Masters thesis, Universitas Harapan.

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Abstract

Tujuan penelitian ini adalah untuk menguji pengaruh positif dan signifikan consumer review online, promosi dan kepercayaan terhadap keputusan pembelian pada pembelian tiket pesawat di PT. Xyz selama pandemi Covid-19. Data Primer dikumpulkan dengan menggunakan kuesioner yang disebar melalui Google Form. Penelitian ini menggunakan sampel sebanyak 400 responden pada anggota fan page PT. Xyz. Metode sampling yang digunakan adalah purposive sampling. Analisis data menggunakan analisis regresi linear berganda menggunakan program SPSS 25. Hasil penelitian menunjukkan bahwa consumer review online berpengaruh positif terhadap keputusan pembelian, promosi berpengaruh positif terhadap keputusan pembelian dan kepercayaan berpengaruh positif terhadap keputusan pembelian. / The purpose of this study is to examine the positif and significant effect of online consumer reviews, promotions and trust in purchasing decisions on purchasing airplane tickets at Xyz Inc. during the Covid-19 pandemic. Primary data were collected by using a questionnaire distributed via Google Form. For this study, a total of 400 members of the Xyz Inc. fan page were surveyed. The sampling method used was purposive sampling. Data analysis used multiple linear regression analysis with SPSS 25 program. The findings revealed that online consumer reviews positively influence purchasing decisions, promotions positively influence purchasing decisions and trust positively influence purchasingdecisions.

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