ANALISIS PENGARUH KEPERCAYAAN, PENGALAMAN PEMBELIAN ONLINE, KESADARAN MEREK DAN LOYALITAS MEREK TERHADAP MINAT BELI DENGAN PROMOSI SEBAGAI PEMODERASINYA (STUDI PADA KONSUMEN TRAVELOKA DI KOTA MEDAN)
| dc.contributor.author | Sembiring, Sri Febriani | |
| dc.date.accessioned | 2022-07-13 | |
| dc.date.available | 2022-07-13 | |
| dc.date.issued | 2019 | |
| dc.identifier.uri | https://repositori.unhar.ac.id/handle/265/analisis-pengaruh-kepercayaan-pengalaman-pembelian-online-kesadaran-merek-dan-loyalitas-merek-terhadap-minat-beli-dengan-promosi-sebagai-pemoderasinya-studi-pada-konsumen-traveloka-di-kota-medan | |
| dc.description.abstract | Traveloka provides various convenience to consumers with a flight ticket enlargement system, travel and hotel reservations that are fast, easy and safe payment, thus providing a wide choice of ticket prices, travel and hotels in accordance with the consumer budget. In addition, Traveloka provides information on the location or place of hotel recommendations, and tourist attractions. The various services provided by Traveloka are intended to provide the best quality of service to consumers so that it is expected to provide satisfaction for consumers. The purpose of this research is to find out whether trust, Online purchasing experience, brand awareness, brand loyalty have a partial or simultaneous effect on buying interest and to find out whether trust, Online purchasing experience, brand awareness, brand loyalty have an influence on moderated buying interest by promotion The population in this study is unknown, so using the sample method used is the Purba formula, which is 100 people. The analysis technique used is multiple linear regression and MRA. The results show that partially trust, Online purchasing experience and brand loyalty significantly influence buying interest, only the brand awareness variable does not significantly influence buying interest in Traveloka and together the variables of trust, Online purchasing experience, brand awareness and loyalty brand has a significant effect on buying interest in Traveloka. Promotion has the effect of strengthening the influence of trust, Online purchasing experience and brand awareness on buying interest and the promotion variable has the effect of weakening brand loyalty to buying interest. Keywords: Trust, Online Purchasing Experience, Brand Awareness, Brand Loyalty, Purchase Interest and Promotion | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | Universitas Harapan Medan | en_US |
| dc.subject | Marketing management | en_US |
| dc.title | ANALISIS PENGARUH KEPERCAYAAN, PENGALAMAN PEMBELIAN ONLINE, KESADARAN MEREK DAN LOYALITAS MEREK TERHADAP MINAT BELI DENGAN PROMOSI SEBAGAI PEMODERASINYA (STUDI PADA KONSUMEN TRAVELOKA DI KOTA MEDAN) | en_US |
| dc.type | Skripsi | en_US |
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