Analisis Keputusan Konsumen Kota Palembang dalam Membeli Tiket Pesawat di Situs Traveloka.com
DOI:
https://doi.org/10.5281/jtiemb.v1i3.2416Abstract
The purpose of this research is to know about the influence of brand awareness and brand image at Traveloka.com Site to Purchase Decision in Palembang. This research is using the quantitative method and descriptive statistic. The kind of data in this research are primary data from the questionnaire and secondary data is from literature study. The sample in this research is 30 respondents. The sampling technique that used in this research is non probability sampling with purposive sampling. Based on the results t test showed brand awareness has signficant influence on purchase decision. At the same time, brand image has not significant influence on purchase decision. Based on the results F test showed brand awareness and brand image are simultaneously positive and has signficant influence on purchase decision. Traveloka.com must to do innovative approaches to find new things that can build consumer memory and still keep going the positive perception from Traveloka.com.References
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Cahyani, Khoiriyah Indra dan Sutrasmawati, Rr. Endang. (2016). Pengaruh Brand Awareness dan Brand Image Terhadap Keputusan Pembelian. Management Analysis Journal. 5 (4): 281-288.
Firmansyah, M. Anang. (2019). Pemasaran Produk dan Merek (Planning & Strategy). Surabaya: Qiara Media
Handrianti, Irine. (2018). Pengaruh Persepsi Harga, Citra Merek, Kualitas Produk, dan Promosi Penjualan terhadap Keputusan Pembelian Alat Musik (Studi pada Konsumen Toko Ecayo Yamaha Musik di Bandar Lampung). Skripsi. Universitas Lampung.
Sanusi, Anwar. (2011). Metodologi Penelitian Bisnis. Jakarta: Salemba Empat.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Tiarasari, Kresensia Arlin. (2017). Pengaruh Advertising Awareness terhadap Ekuitas Merek Go-jek di Media Sosial: Kesadaran Merek dan Citra Merek Sebagai Variabel Mediasi. Skripsi. Universitas Atma Jaya Yogyakarta.
Tulipa, Diyah dan Muljani, Ninuk. (2015). The Country of Origin and Brand Image Effect on Purchase Intention of Smartphone in Surabaya – Indonesia. Mediterranean Journal of Social Sciences. 6(5)S5: 64 – 70.
Tumanggor, Ronald dan Hidayat, Rahmat. (2019). Pengaruh Brand Awareness Terhadap Keputusan Pembelian (Studi Kasus Pelanggan Indihome di Kota Bandung 2018). E-Proceeding of Applied Science. 5(01): 56 – 64
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Utami, Dhenok Rizqi. (2018). Analisis Pengaruh Brand Awareness, Brand Association, Perceived Quality dan Brand Loyalty terhadap Keputusan Pembelian dalam Menggunakan Jasa Grab di Surakarta. Skripsi. Institut Agama Islam Negeri Surakarta.
Wulansari, Oktavia. (2016). Pengaruh Citra Merek (Brand Image) terhadap Pengambilan Keputusan Pembelian Calzone di Calzone Express Cabang Klitren, Yogyakarta. Skripsi. Universitas Negeri Yogyakarta.
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2021-02-03
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