Napu, Della Maghfira (2015) PENGARUH WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN TIKET MASKAPAI PENERBANGAN DOMESTIK DI DAVINA TOUR AND TRAVEL GORONTALO. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Davina Tour and Travel merupakan salah satu agen perjalanan wisata yang ada di Kota Gorontalo yang memiliki pengalaman selama empat tahun, melayani berbagai pangsa pasar dalam bisnis tour & travel. Dari tahun ke tahun jumlah pembelian tiket maskapai penerbangan domestik semakin meningkat. Setiap tahun pihak Davina Tour and Travel selalu menargetkan jumlah pembelian harus mengalami peningkatkan, akan tetapi pada tahun 2013 ke tahun 2014 mengalami penurunan jumlah pembelian tiket maskapai penerbangan domestik. Menurunnya jumlah pembelian tiket maskapai penerbangan pada tahun 2014 disebabkan oleh keinginan dan kebutuhan konsumen yang dinamis dan adanya persaingan ketat antar travel agent di Kota Gorontalo, Davina Tour and Travel melakukan word of mouth (promosi dari mulut ke mulut) dalam usaha untuk meningkatkan jumlah pembelian tiket maskapai penerbangan domestik. Penelitian ini bertujuan untuk mengetahui gambaran word of mouth dan keputusan pembelian serta pengaruh word of mouth terhadap keputusan pembelian. Jenis penelitian yang digunakan deskriptif dan verifikatif dengan metode yang digunakan adalah explanatory survey dan pendekatan cross sectional. Sample dalam penelitian ini sebanyak 100 responden yaitu wisatawan yang membeli tiket maskapai penerbangan domestik di Davina Tour and Travel dengan teknik penarikan yang digunakan yaitu simple random sampling. Teknik analisis data yang digunakan adakah regresi berganda. Variabel bebas dalam penelitian ini adalah word of mouth (X) yang terdiri dari cognitive content (X1), richness of content (X2) dan strength of delivery (X3) sedangkan variabel terikat yaitu keputusan pembelian (Y) yang terdiri dari indikator pemilihan produk, pemilihan mereka, pilihan penyalur, waktu pembelian, jumlah pembelian dan metode pembayaran. Tanggapan wisatawan terhadap word of mouth di Davina Tour and Travel dinilai cukup tinggi. Dimensi richness of content memperoleh nilai tertinggi sedangkan dimensi cognitive content memperoleh nilai terendah. Tanggapan wisatawan terhadap keputusan pembelian di Davina Tour and Travel dinilai cukup tinggi. Indikator pemilihan merek memperoleh nilai tertinggi sedangkan jumlah pembelian memperoleh nilai terendah. Berdasarkan pengujian SPSS 20.0 for windows menunjukkan adanya pengaruh yang simultan dan parsial antara word of mouth dan keputusan pembelian. Adapun saran untuk perusahaan adalah meningkatkan komunikasi dengan pengirim pesan WOM dan menyampaikan pesan-pesan yang positif dan menarik sehingga dapat menimbulkan minat penerima pesan untuk membeli tiket maskapai penerbangan domestik di Davina Tour and Travel. Davina Tour and Travel is one of the travel agents in Gorontalo city which has over four years of experience, serving a variety of business market share in tour & travel. From year to year the number of domestic airline ticket purchase is increasing. Every year the Tour and Travel Davina always target purchase amount must be heightened, but in the year 2013 to 2014 has decreased the number of domestic airline ticket purchases. Decreasing the amount of the airline ticket purchase in 2014 due to the wishes and needs of its customers and the fierce competition among travel agents in the city of Gorontalo, Davina Tour and Travel doing word of mouth (word of mouth promotion) as effort to increase the number of ticket purchase domestic airlines. This research aims to reveal the word of mouth and purchasing decisions as well as word of mouth influence on purchasing decisions. This type of this research using descriptive and verification, used explanatory survey method and cross sectional approach. Sample in this research were 100 respondents, travelers who purchase airline tickets for domestic flights in Davina Tour and Travel with the sampling technique used is simple random sampling. Data analysis technique used is multiple regression. The independent variable in this research is the word of mouth (X) consisting of cognitive content (X1), richness of content (X2) and the strength of delivery (X3) while the dependent variable is the purchasing decision (Y) which is composed of indicators product choice, brand choice, dealer choice, purchase timing, purchase amount and payment method. Tourist’s responses to word of mouth in Davina Tour and Travel considered sufficient high. Richness of content dimension to obtain the highest value whiles the cognitive content dimension to obtain the lowest value. Tourist’s responses on purchasing decisions in Davina Tour and Travel considered sufficient high. Indicators of brand choice to obtain the highest value and the number of purchase to obtain the lowest value. Based on SPSS 20.0 for Windows testing showed that simultaneous and partial effect between word of mouth and purchasing decisions. The advice for company is improving communication with the sender of the WOM message and expressed positive messages and attractive so as to generate interest message recipients to buy airline tickets for domestic flights in Davina Tour and Travel.
| Item Type: | Thesis (S1) |
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| Additional Information: | No. Panggil : S MPP NAP p-2015; Pembimbing : I. Rini Andari, II. Yeni Yuniawati |
| Uncontrolled Keywords: | Word of Mouth, Keputusan Pembelian, dan Davina Tour and Travel |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan |
| Depositing User: | Staff DAM |
| Date Deposited: | 04 Nov 2015 03:07 |
| Last Modified: | 04 Nov 2015 03:07 |
| URI: | http://repository.upi.edu/id/eprint/18647 |
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