Analisis Pengaruh Reputation dan Satisfaction Terhadap Purchase Intention pada Website Travelling

Dewi, Veronica Francisca (2020) Analisis Pengaruh Reputation dan Satisfaction Terhadap Purchase Intention pada Website Travelling. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini memiliki tujuan yaitu menganalisis pengaruh reputation dan satisfaction pada purchase intention pada website travelling yang digunakan oleh para konsumen, studi ini menyelidiki bagaimana variabel reputation dan satisfaction dapat membagikan dorongan untuk konsumen melaksanakan pembelian ulang disuatu web tersebut. Adapun website travelling yang diteliti adalah Traveloka, Tiket.com, Pegipegi, Booking.com dan Nusatrip.com. Penelitian ini tergolong jenis penelitian kuantitatif yang memberikan prinsip objek secara seksama, pengumpulan data dilaksanakan dengan membagikan kuesioner pada konsumen atau pengguna yang pernah menggunakan website travelling tersebut. Perangkat SPSS Statistic 24.0 digunakan untuk menganalisis data demografi responden dan juga SmartPLS 3.0 sebagai alat bantu dalam menganalisis data umum responden. Beberapa variabel yang dipercaya memiliki dampak pada Purchase Intention yakni variabel reputation, variabel satisfaction, variabel trust dan variabel purchase perceived risk sebagai intervening diantara variabel tersebut. Keputusan untuk menggunakan variabel yang disebutkan sebelumnya dikarenakan penelitian sebelumnya yang memberikan gambaran umum untuk masalah yang akan dipelajari. Hasil dari penelitian ini membuktikan bahwa variabel Reputation, Satisfaction dalam situs web menjadi sebuah pembangun Trust dalam website travelling tersebut dan dengan adanya Trust dapat menjadi faktor utama dalam Purchase Intention. Kata Kunci: Online Travel Purchasing, Reputation, Satisfaction, Trust, Perceived Risk ********************************************************************** This research is aimed to analyze the effect of Reputation and Satisfaction towards Purchase Intention in a traveling website that is used by customers; the study investigated how Reputation and Satisfaction variable could deliver a boost for customers to do repeat purchase in the aforementioned website. The studied traveling websites are Traveloka, Tiket.com, Pegipegi, Booking.com, and Nusatrip.com. The research is classified as quantitative research emphasizing on object principle, data gathering is done via a questionnaire distributed to customers or users that have once used a traveling website. Software such as IBM SPSS Statistic 23.0 is used to analyze demographical data of respondents, while SmartPLS 3.0 is also used to aid in analyzing general data from the respondents. Few trusted variables have an impact on Purchase Intention which is the Reputation variable, Satisfaction variable, Trust variable and Purchase Perceived Risk variable as intervening between those mentioned variables. The decision to make use of such variables came from previous research that elaborated a general description for an issue to be studied. Results from this research prove that Reputation and Satisfaction variable within websites builds Trust in a said traveling website and with the presence of Trust makes the main factor in Purchase Intention. Keywords: Online Travel Purchasing, Reputation, Satisfaction, Trust, Perceived Risk

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