Analisis Faktor-faktor yang Mempengaruhi Purchase Intention Konsumen pada Traveloka.com

Wisnu Purnama Sidhi, Suwinto Johan
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Abstract

The purpose of this research is to analyze correlation between information quality, perceived web security to perceived trust, correlation between convenience, web interface quality to perceived ease of use, and correlation between brand image, perceived trust and perceived ease of use to purchase intention consumer at Traveloka.com. This study is a descriptive research, the sampling technique used in this study is nonprobability sampling by convenience sampling using a quantitative approach by distributing questionnaire to 100 respondents Traveloka’s users in Jakarta, the object of this research is Traveloka.com and data processing techniques using structural equation modeling supported by the SmartPLS program.3.2.8. The results of this study indicate that information quality & perceived web security had a positive effect on the perceived trust. Convenience & web interface quality does not affect the perceived ease of use. Brand image, perceived trust & perceived ease of use had a positive effect on purchase intention.

 

Tujuan dari penelitan ini adalah untuk menganalisis apakah ada pengaruh dari information quality, perceived web security terhadap perceived trust, pengaruh convenience, web interface quality terhadap perceived ease of use, dan pengaruh brand image, perceived trust dan perceived ease of use terhadap purchase intention konsumen di Traveloka.com. Penelitian ini jenisnya adalah penelitian deskriptif, menggunakan teknik pengambilan sampel yang digunakan pada penelitian ini adalah nonprobability sampling, dengan cara convenience sampling menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner sebanyak 100 responden pengguna Traveloka di Jakarta, sementara objek penelitiannya adalah Traveloka.com dan teknik pengolahan data menggunakan pemodelan persamaan struktural yang dibantu oleh program SmartPLS.3.2.8. Hasil penelitian ini menunjukkan bahwa information quality & perceived web security berpengaruh positif terhadap perceived trust. Convenience & web interface quality tidak berpengaruh terhadap perceived ease of use. Brand image, perceived trust & perceived ease of use berpengaruh positif terhadap purchase intention.

Keywords

Brand Image; Perceived Trust; Perceived Ease of Use; Purchase Intention

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