Muhammad Yusuf Nur Rahman Putra Wiyatna, - (2024) PENGARUH PERCEIVED VALUE TERHADAP BEHAVIORAL INTENTION DI APLIKASI ONLINE TRAVEL AGENT : Survei pada Pengguna Aplikasi Online Travel Agent. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh perceived value yang terdiri dari functional value, hedonic value dan utilitarian value terhadap behavioral intention di aplikasi online travel agent. Metode penelitian yang digunakan adalah metodi kuantitatif dengan jenis penelitian yaitu deskriptif dan verifikatif dengan metode explanatory survei. Data dalam penelitian menggunakan data primer dengan pengambilan sampel sebanyak 180 responden yaitu pengguna aplikasi online travel agent yang pernah menggunakan salah satu diantara Booking.com, Trip.com dan Pegipegi. Teknik analisis data yang digunakan adalah regresi linear berganda. Hasil penelitian menunjukkan bahwa secara simultan terdapat pengaruh yang signifikan antara perceived value terhadap behavioral intention. Secara parisal, sub variabel functional value dan utilitarian value berpengaruh secara signifikan terhadap behavioral intention, namun tidak terdapat pengaruh yang signifikan pada sub variabel hedonic value terhadap behavioral intention. Pada penelitian selanjutnya, direkomendasikan untuk menggunakan sub variabel lain dari perceived value dan behavioral intention. This research aims to analyze the influence of perceived value which consists of functional value, hedonic value and utilitarian value on behavioral intention in online travel agent applications. The research method used is a quantitative method with the type of research namely descriptive and verification with an explanatory survey method. The data in the research used primary data from a sample of 180 respondents, namely users of online travel agent applications who had used one of Booking.com, Trip.com and Pegipegi. The data analysis technique used is multiple linear regression. The research results show that simultaneously there is a significant influence between perceived value and behavioral intention. Partially, the sub-variables functional value and utilitarian value have a significant influence on behavioral intention, but there is no significant influence on the sub-variable hedonic value on behavioral intention. In future research, it is recommended to use other sub-variables of perceived value and behavioral intention.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing : Gita Siswhara 5978179 Rijal Khaerani 6722119 |
| Uncontrolled Keywords: | Perceived Value, Behavioral Intention, Aplikasi Online Travel Agent Perceived Value, Behavioral Intention, Online Travel Agent Application |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata |
| Depositing User: | Muhammad Yusuf Nur Rahman Putra Wiyatna |
| Date Deposited: | 06 Mar 2024 06:52 |
| Last Modified: | 06 Mar 2024 06:52 |
| URI: | http://repository.upi.edu/id/eprint/116022 |
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