MENGANALISIS PURCHASE DECISION DAN CUSTOMER SATISFACTION: STUDI KASUS PADA SALAH SATU PROGRAM ONLINE TRAVEL AGENT (OTA)

ADINDA RAVIANTY SYAM, . (2025) MENGANALISIS PURCHASE DECISION DAN CUSTOMER SATISFACTION: STUDI KASUS PADA SALAH SATU PROGRAM ONLINE TRAVEL AGENT (OTA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh key opinion leader, price perception dan perceived ease of use terhadap purchase decision dan customer satisfaction pada studi kasus salah satu program online travel agent (OTA). Penelitian ini menggunakan SEM (Structural Equation Modeling) untuk kuantifikasi. Data primer dikumpulkan melalui kuesioner dengan menggunakan skala Likert. Karakteristik sampel penelitian ini adalah konsumen yang pernah membeli tiket wisata pada program Traveloka Xperience di situs Traveloka dengan berjenis kelamin laki-laki dan perempuan serta berdomisili di Daerah Khusus Jakarta. Analisis data dilakukan dengan menggunakan perangkat lunak SPSS dan AMOS versi 26 dan sampel yang dipilih untuk menguji semua variabel sebanyak 200 sampel. Hasil penelitian menunjukkan bahwa key opinion leader tidak berpengaruh positif dan signifikan terhadap purchase decision. Sementara key opinion leader, perceived ease of use, dan purchase decision berpengaruh positif dan signifikan terhadap customer satisfaction. Price perception dan perceived ease of use berpengaruh positif dan signifikan terhadap purchase decision. Kata kunci: Key Opinion Leader, Price Perception, Perceived Ease Of Use, Purchase Decision, Customer Satisfaction. ***** The purpose of this study is to determine the effect of key opinion leaders, price perception and perceived ease of use on purchase decision and customer satisfaction in a case study of one of the online travel agent (OTA) programs. This research uses SEM (Structural Equation Modeling) for quantification. Primary data was collected through a questionnaire using a Likert scale. The characteristics of this research sample are consumers who have purchased tourist tickets on the Traveloka Xperience program on the Traveloka website with male and female gender and domiciled in Daerah Khusus Jakarta. Data analysis was carried out using SPSS software and AMOS version 26 and the sample selected to test all variables was 200 participants. The research results show that key opinion leaders do not have a positive and significant effect on purchase decisions. Meanwhile, key opinion leaders, perceived ease of use, and purchase decisions have a positive and significant effect on customer satisfaction. Price perception and perceived ease of use have a positive and significant effect on purchase decisions. Keywords: Key Opinion Leader, Price Perception, Perceived Ease Of Use, Purchase Decision, Customer Satisfaction.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Adinda Ravianty Syam .
Date Deposited:	03 Mar 2025 07:58
Last Modified:	03 Mar 2025 07:58
URI:	http://repository.unj.ac.id/id/eprint/54330

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