DARI KEPERCAYAAN KE PERJALANAN : FAKTOR – FAKTOR YANG MEMENGARUHI PURCHASE INTENTION DALAM MEMILIH TRAVEL UMROH

WILDAN MOHAMMAD REZKY, . (2025) DARI KEPERCAYAAN KE PERJALANAN : FAKTOR – FAKTOR YANG MEMENGARUHI PURCHASE INTENTION DALAM MEMILIH TRAVEL UMROH. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi niat beli layanan perjalanan umrah di kalangan calon jamaah di Indonesia. Studi ini meneliti hubungan antara source credibility, perceived value, perceived risk, dan electronic word of mouth (eWOM) terhadap Purchase intention, bagi calon jamaah umrah. Dengan menggunakan desain penelitian kuantitatif, data akan dikumpulkan melalui survei daring yang didistribusikan melalui platform media sosial seperti WhatsApp, Instagram, dan Facebook. Populasi penelitian mencakup individu berusia 17-60 tahun dan berniat melaksanakan ibadah umrah. Metode pengambilan sampel yang digunakan adalah non-probability convenience sampling, dengan target responden sekitar 200-250 orang. Instrumen penelitian berupa kuesioner terstruktur, dengan variabel yang dioperasionalisasikan berdasarkan studi sebelumnya. Analisis data akan dilakukan menggunakan Structural Equation Modeling (SEM). Penelitian ini bertujuan untuk memvalidasi hipotesis yang diajukan mengenai pengaruh variabel independen terhadap variabel dependen, yaitu Purchase intention. Temuan penelitian ini diharapkan memberikan wawasan baru bagi agen perjalanan atau travel umroh dalam meningkatkan strategi pemasaran dan mendukung proses pengambilan keputusan calon jamaah umrah. Penelitian ini memiliki signifikansi dalam memahami perilaku konsumen dalam konteks pariwisata religi, mengatasi tantangan saat ini, serta mendorong peningkatan kualitas layanan dalam industri perjalanan umrah. Kata Kunci : source credibility, perceived value, perceived risk, eWOM, Purchase intention, travel umroh. ***** This study aims to analyze the factors influencing Purchase intention for Umrah travel services among prospective pilgrims in Indonesia by examining the relationships between source credibility, perceived value, perceived risk, and electronic word of mouth (eWOM) on Purchase intention. Using a quantitative research design, data will be collected through online surveys distributed via social media platforms such as WhatsApp, Instagram, and Facebook, targeting individuals aged 17-60 years with the intention of performing Umrah. The sampling method employed is non-probability convenience sampling, with a target of 200 250 respondents, using a structured questionnaire with variables operationalized based on previous studies. Data analysis will be conducted using Structural Equation Modeling (SEM) to validate the proposed hypotheses regarding the influence of independent variables on the dependent variable, Purchase intention. The findings are expected to provide new insights for Umrah travel agencies in enhancing marketing strategies and supporting the decision-making process of prospective pilgrims. This study holds significance in understanding consumer behavior in religious tourism, addressing current challenges, and encouraging service quality improvements in the Umrah travel industry. Keywords : source credibility, perceived value, perceived risk, eWOM, Purchase intention, umroh travel.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si. ; 2). Ika Febrilia, SE, M.M.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Wildan Mohammad Rezky .
Date Deposited:	26 Feb 2025 03:45
Last Modified:	26 Feb 2025 03:45
URI:	http://repository.unj.ac.id/id/eprint/53504

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