PENGARUH E-WOM DAN BRAND ATTITUDE TERHADAP MINAT MENGGUNAKAN JASA ONLINE TRAVEL AGENT (OTA) (Survei pada Konsumen Agoda.com)

Rizky Febriansyah, - (2021) PENGARUH E-WOM DAN BRAND ATTITUDE TERHADAP MINAT MENGGUNAKAN JASA ONLINE TRAVEL AGENT (OTA) (Survei pada Konsumen Agoda.com). S2 thesis, Universitas Pendidikan Indonesia.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari E-WOM dan Brand Attitude terhadap minat menggunakan jasa online travel agent (OTA) melalui konsumen Agoda.com sebagai OTA yang telah lama berdiri sebagai first entry tetapi terdapat masalah manajerial yakni kurang berkembangnya pangsa pasar Agoda.com dibandingkan kompetitornya sehingga perlu ditingkatkan brand attitude serta purchase intention konsumen melalui E-WOM. Jenis penelitian yang digunakan adalah penyebaran kuesioner menggunakan teknik insidental sampling dengan jumlah responden sebanyak 334 yang terdiri dari anggota Backpacker Jawa Barat dan hasilnya diuji validitas dan reliabilitasnya melalui analysis factor confirmatory (CFA). Teknik analisis data dan uji hipotesis yang digunakan adalah analisis structural equation modeling (SEM). Berdasarkan hasil yang diperoleh, setiap hipotesis berpengaruh positif dan signifikan. Faktor yang paling berpengaruh adalah E-WOM terhadap brand attitude dengan pernyataan konsumen yang sebelumnya yang menggunakan Agoda.com melalui media internet berupa informasi yang cenderung baik dapat menguntungkan Agoda.com. Sedangkan faktor yang memiliki pengaruh paling rendah adalah E-WOM terhadap purchase intention dan brand attitude terhadap purchase intention.

ABSTRACT

Rizky Febriansyah, 1707449, "The Influence of E-WOM and Brand Attitude on Interest in Using Online Travel Agent (OTA) Services (Survey on Agoda.com Consumers)". under the guidance of Dr. Chairul Furqon, S.Sos., MM and Dr. Vanessa Gaffar, SE., Ak., M.BA.

The purpose of this study was to determine the effect of E-WOM and Brand Attitude on interest in using online travel agent (OTA) services through Agoda.com consumers as OTAs that have long been established as first entry but there are managerial problems, Agoda.com's market share is less developed compared to its competitors so that it is necessary to improve brand attitudes and consumer buying intentions through E-WOM. The type of research used is the distribution of questionnaires using insidental sampling technique with a total of 334 respondents consisting of West Java Backpacker members and the results are tested for validity and reliability through confirmatory factor analysis (CFA). The data analysis technique and hypothesis testing used were structural equation modeling (SEM) analysis. Based on the results obtained, each hypothesis has a positive and significant effect. The most influential factor is E-WOM on brand attitude because previous consumer statements using Agoda.com through internet media in the form of information that tend to be good can benefit Agoda.com. While the factors that have the lowest influence are E-WOM on purchase intention and brand attitude towards purchase intention.

Item Type: Tugas Akhir,Skripsi,Tesis,Disertasi (S2)
Uncontrolled Keywords: E-WOM, Brand Attitude, Purchase Intention, dan Agoda
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
L Education > L Education (General)
Divisions: Sekolah Pasca Sarjana > Magister Manajemen Bisnis
Depositing User: RIZKY FEBRIANSYAH -
Date Deposited: 26 Oct 2021 06:42
Last Modified: 26 Oct 2021 06:42
URI: http://repository.upi.edu/id/eprint/68480

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