Analisis pengaruh quality, price, innovativeness, dan popularity terhadap satisfaction yang membentuk repurchase intention pada pengguna aplikasi Traveloka di Surabaya

Kindangen, Yehezkiel Gabriel (2021) Analisis pengaruh quality, price, innovativeness, dan popularity terhadap satisfaction yang membentuk repurchase intention pada pengguna aplikasi Traveloka di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan pesat yang terjadi pada sektor e-commerce menciptakan peluang bagi perusahaan e-commerce di Indonesia. Hal ini didorong oleh perubahan seperti perilaku konsumtif masyarakat yang ingin berbelanja secara online karena adanya kemudahan dalam bertransaksi dan memilih produk pada e-commerce. Salah satunya adalah Traveloka perusahaan e-commerce penjualan tiket pesawat dan hotel. Traveloka didirikan oleh Ferry Unardi pada tahun 2012 dan Traveloka merupakan perusahaan startup teknologi asal Indonesia pertama yang berekspansi ke Asia Tenggara. Layanan Traveloka kini tersedia di Indonesia, Malaysia, Thailand, Filipina, Vietnam dan Singapura. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Quality, Price, Innovativenes dan Popularity Terhadap Satisfaction yang Membentuk Repurchase Intention pada pengguna aplikasi Traveloka di Surabaya. Manfaat yang diharapkan dari penelitian ini adalah memberikan kontribusi pada pengembangan teori dan penelitian pemasaran, serta bermanfaat bagi Traveloka dalam menelaah pengaruh variabel Quality, Price, Innovativenes dan Popularity terhadap Satisfaction yang membentuk Repurchase Intention Penelitian ini merupakan penelitian dengan metode kuantitatif dengan pengolahan data menggunakan SPSS 22.0. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 109 responden dengan karakteristik responden pria dan wanita berumur 18-65 tahun, berdomisili di Surabaya, memiliki dan pernah melakukan pembelian di aplikasi Traveloka dua kali dalam satu tahun terakhir, dan pernah memiliki dan melakukan pembelian di aplikasi travel lainnya dalam minimal dua tahun terakhir. Hasil penelitian menunjukkan bahwa berdasarkan hasil regresi linear yang ada diketahui bahwa variabel yang memiliki pengaruh terbesar adalah variabel Price terhadap variabel Satisfaction sebesar 0,233; kemudian variabel yang memiliki pengaruh terbesar kedua adalah variabel Popularity terhadap variabel Satisfaction sebesar 0,166; terbesar ketiga variabel Innovativeness terhadap variabel Satisfaction sebesar 0,144; terbesar keempat variabel Quality terhadap variabel Satisfaction yang memiliki pengaruh sebesar 0,090. Berdasarkan hasil regresi linear yang ada pada model kedua diketahui bahwa variabel yang memiliki pengaruh terbesar adalah variabel Quality terhadap variabel Repurchase Intention sebesar 0,511; kemudian variabel yang memiliki pengaruh terbesar kedua adalah variabel Popularity terhadap variabel Repurchase Intention sebesar 0,200; terbesar ketiga variabel Satisfaction terhadap variabel Repurchase Intention sebesar 0,152; terbesar keempat variabel Price terhadap variabel Repurchase Intention sebesar 0,129; dan terbesar kelima variabel Innovativeness terhadap variabel Repurchase Intention sebesar 0,056./ The rapid development that occurs in the e-commerce sector creates opportunities for e-commerce companies in Indonesia. This is driven by changes such as the consumptive behavior of people who want to shop online because of the ease in transacting and choosing products in e-commerce. One of them is Traveloka, an e-commerce company selling airline tickets and hotels. Traveloka was founded by Ferry Unardi in 2012 and Traveloka is the first technology startup company from Indonesia to expand into Southeast Asia. Traveloka services are now available in Indonesia, Malaysia, Thailand, Philippines, Vietnam and Singapore. This study aims to determine how the influence of Quality, Price, Innovativenes and Popularity on Satisfaction that Forms Repurchase Intention to Traveloka application users in Surabaya. The expected benefit of this research is to contribute to the development of marketing theory and research, as well as useful for Traveloka in examining the effect of the variables Quality, Price, Innovativenes and Popularity on Satisfaction that forms Repurchase Intention. This research is a quantitative method with data processing using SPSS 22.0. Data collection was carried out by distributing questionnaires to 109 respondents with the characteristics of male and female respondents aged 18-65 years, domiciled in Surabaya, owned and had made purchases on the Traveloka application twice in the past year, and had owned and made purchases in other travel applications. in at least the last two years. The results showed that based on the results of existing linear regression, it is known that the variables that have the greatest influence are the Price variable on the Satisfaction variable of 0.233; then the variable that has the second largest influence is the Popularity variable on the Satisfaction variable of 0.166; the third largest variable is Innovativeness to the Satisfaction variable of 0.144; the fourth largest Quality variable on the Satisfaction variable which has an effect of 0.090. Based on the results of linear regression in the second model, it is known that the variables that have the greatest influence are the Quality variable on the Repurchase Intention variable of 0.511; then the variable that has the second biggest influence is the Popularity variable on the Repurchase Intention variable of 0.200; the third largest is the Satisfaction variable on the Repurchase Intention variable of 0.152; the fourth largest variable Price on the variable Repurchase Intention of 0.129; and the fifth largest variable Innovativeness to the variable Repurchase Intention of 0.056.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Kindangen, Yehezkiel Gabriel02011180034kindangenhezki27@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSondakh, Oliandes0722128002UNSPECIFIED
Thesis advisorDananjaya, Yanuar0715017901UNSPECIFIED
Thesis advisorUNSPECIFIEDUNSPECIFIEDUNSPECIFIED
Thesis advisorUNSPECIFIEDUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: quality; price; innovativeness; popularity; satisfaction; repurchase intention
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Surabaya > Business School > Management
Current > Faculty/School - UPH Surabaya > Business School > Management
Depositing User: Users 5349 not found.
Date Deposited: 03 Dec 2021 07:30
Last Modified: 09 Mar 2022 04:09
URI: http://repository.uph.edu/id/eprint/43067

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