The influence of traveloka information quality and product price toward purchase intention at Cambridge Hotel Medan

Apriana, Kelly (2021) The influence of traveloka information quality and product price toward purchase intention at Cambridge Hotel Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The goal of this research is to determine how important Traveloka information quality and product price are in influencing purchase intentions at Cambridge Hotel Medan. The theory used in this research relates to the theory of Information Quality, Product Price, and Purchase Intentions. The researcher used multiple linear regression analysis to prove the relationship between variables X1, X2, and Y and found that if the Information Quality and Product Price variables are both 0, the Purchase Intention value is 3.798. Furthermore, a one value increase in Information Quality leads to a 0.350 rise in Purchase Intention. On the other side, a one-value rise in the product price will result in a 0.572 increase in Purchase Intention. The findings of this study show a positive relationship between variables X1 "Information Quality," X2 "Product Price," and Y "Purchase Intention." It reveals that the quality of information, the price of the product, and purchase intention are well implemented in the Cambridge Hotel Medan. However, based on the descriptive statistics mean score. Information quality result shows that the hotel still has to improve in providing the customer with more information in Traveloka that is not overly difficult, product price result shows that the hotel still has to a create fixed and suitable price and purchase intention result show that the hotel still have to build a stronger customer relationship./ Penelitian ini bertujuan untuk mengetahui seberapa penting kualitas informasi Traveloka dan harga produk dalam mempengaruhi minat beli di Cambridge Hotel Medan. Teori yang digunakan dalam penelitian ini berkaitan dengan teori Kualitas Informasi, Harga Produk dan Minat Beli. Peneliti menggunakan analisis regresi linier berganda untuk membuktikan hubungan antara variabel X1, X2, dan Y dan ditemukan bahwa jika variabel Information Quality dan Product Price keduanya 0, maka nilai Purchase Intention adalah 3,798. Selanjutnya, peningkatan satu nilai dalam Kualitas Informasi mengarah ke kenaikan 0,350 Minat Membeli. Di sisi lain, kenaikan satu nilai dalam harga produk akan menghasilkan peningkatan Minat Beli sebesar 0,572. Temuan penelitian ini menunjukkan adanya hubungan positif antara variabel X1 “Kualitas Informasi”, X2 “Harga Produk”, dan Y “Niat Membeli”. Hal ini menunjukkan bahwa kualitas informasi, harga produk dan Minat beli sudah diterapkan dengan baik di Cambridge Hotel Medan, namun berdasarkan skor rata- rata statistik deskriptif, Hasil kualitas informasi menunjukkan bahwa hotel masih harus meningkatkan dalam menyediakan pelanggan dengan informasi lebih lanjut di Traveloka yang tidak terlalu sulit, hasil harga produk menunjukkan bahwa hotel masih harus membuat harga yang tetap dan sesuai dan hasil niat beli menunjukkan bahwa hotel masih harus membangun hubungan pelanggan yang lebih kuat.

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