PENGARUH HARGA TERHADAP KEPUTUSAN SUB AGENT MEMBELI PAKET TOUR CHINA DI AYOWISATA

SAKILA SALSABILA, . (2025) PENGARUH HARGA TERHADAP KEPUTUSAN SUB AGENT MEMBELI PAKET TOUR CHINA DI AYOWISATA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh harga terhadap keputusan sub agent dalam membeli paket tour China di Ayowisata. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan melalui kuesioner yang diberikan kepada sub agent Ayowisata yang pernah membeli paket tour China. Hasil penelitian menunjukkan bahwa harga memiliki pengaruh yang signifikan terhadap keputusan pembelian sub agent, di mana semakin kompetitif dan sesuai dengan persepsi nilai yang diberikan, maka semakin besar kemungkinan sub agent untuk melakukan pembelian. Faktor-faktor lain yang mendukung hasil ini meliputi persepsi terhadap manfaat harga dan margin keuntungan sub agent. Penelitian ini diharapkan dapat memberikan wawasan praktis bagi Ayowisata dalam penetapan strategi harga yang lebih efektif dan kompetitif, serta memperkaya literatur tentang perilaku pembelian sub agent dalam industri pariwisata outbound. Dengan hasil tersebut, diharapkan perusahaan dapat meningkatkan daya saing dan keberlanjutan bisnisnya di pasar yang sangat kompetitif. Kata kunci: Harga, Keputusan Pembelian, Sub Agent, Paket Tour, Ayowisata ***** The research aims to analyze the influence of price on the decision-making of sub-agents in purchasing tour packages to China from Ayowisata. Using a quantitative approach, data was collected through questionnaires distributed to Ayowisata sub-agents who have previously purchased tour packages to China. The results indicate that price has a significant impact on the purchasing decisions of sub-agents, where the more competitive and aligned with the perceived value provided, the greater the likelihood of sub-agents making a purchase. Other supporting factors include perceptions of price benefits and the profit margins of sub-agents. This research is expected to provide practical insights for Ayowisata in establishing more effective and competitive pricing strategies, as well as enriching the literature on the purchasing behavior of sub-agents in the outbound tourism industry. With these results, it is hoped that the company can enhance its competitiveness and business sustainability in a highly competitive market. Keywords: Price, Purchasing Decisions, Sub Agents, Tour Packages, Ayowisata.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Jenal Abidin, S.Pd., M.M.Par. ; 2). Rinie Octaviany Hasan, M.Si., M.M.Par.
Subjects:	Ilmu Sosial > Pariwisata Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FIS > D IV Usaha Perjalanan Wisata
Depositing User:	Sakila Salsabila .
Date Deposited:	04 Aug 2025 03:31
Last Modified:	04 Aug 2025 03:31
URI:	http://repository.unj.ac.id/id/eprint/57380

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