Analisis Pengaruh Citra Merek, Harga, Kepercayaan dan Nilai Terhadap Minat Beli Pemesanan Hotel Secara Online

Maharani, Dwhi (2018) Analisis Pengaruh Citra Merek, Harga, Kepercayaan dan Nilai Terhadap Minat Beli Pemesanan Hotel Secara Online. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Internet telah menjadi saluran distribusi penting di industri perhotelan karena sudah tidak seperti pemesanan hotel versi tradisional yaitu dengan melalui agen perjalanan serta dengan pemesanan hotel via online dapat menawarkan keuntungan bagi konsumen. Untuk mengetahui apasaja faktor yang berpengaruh dalam minat beli pemesanan hotel secara online, maka dilakukan penelitian untuk mengetahui analisis pengaruh Citra Merek, Harga, Kepercayaan, dan Nilai terhadap Minat Beli pemesanan hotel secara online. Metode yang peneliti gunakan dalam penelitian ini yaitu metode non-probability sampling. Dan menggunakan metode statistik analisis regresi berganda dengan jumlah sampe sebanyak 345 responden. Hasil penelitian menyatakan bahwa variabel Citra Merek, Harga, Kepercayaan dan Nilai berpengaruh positif dan signifikan terhadap minat beli pemesanan hotel secara online. ********************************************************************** The Internet has become an important distribution channel in the hospitality industry because it is not like the traditional hotel booking with travel agents and hotel bookings online can offer benefits to consumers. To find out whether the factors that influence the purchase intentions of booking hotel online, then conducted research how to know about the analysis influence of Brand Image, Price, Trust, and Value on purchase intention booking hotel online. The study used in this research is non-probability sampling method. And using statistical methods of multiple regression analysis with the number of sampe of 345 respondents. The results showed that Brand Image, Price, Trust and Value variables have positive and significant effect on the interest of buy hotel booking online.

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 20
Uncontrolled Keywords: Brand Image, Price, Trust, Value, Buy Interest
Subjects: G Geography. Anthropology. Recreation > G Geography (General) > Travel. Voyages and travels (General) > Travel and state. Tourism
Divisions: School of Economic and Business > Tourism
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 15 Oct 2019 10:24
Last Modified: 15 Oct 2019 10:24
URI: http://repository.uib.ac.id/id/eprint/1394

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