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.
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