Dampak Media Periklanan Via Televisi dan Internet Terhadap Perilaku Pembelian Konsumen Pada Traveloka di Kota Surakarta (Studi Kasus Pembelian Tiket Pesawat)

Nurunnafiah, Azka Fithria and , Drs. Moechammad Nasir, MM (2018) Dampak Media Periklanan Via Televisi dan Internet Terhadap Perilaku Pembelian Konsumen Pada Traveloka di Kota Surakarta (Studi Kasus Pembelian Tiket Pesawat). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

PT. Traveloka Indonesia, better known as Traveloka is one of the company operate their business as an online travel search engine with focus on domestic Indonesia and Southeast Asia, with site name Traveloka.com. This study focuses on cunsomers who have booked online airline ticket through Traveloka. This study aims to identify: the impact of Traveloka advertisementon television media and internet media together and individually on purchase decision on online airline ticket through Traveloka. Subjects in this study are users of e-commerce site Traveloka located in the city of Surakarta. The number of sample in this study represented by 104 respondents. The sampling technique used is purposive sampling. The analysis tools in this study is multiple linear regression analysis, simultaneous test (F test), partial test (t test) and coefficient of determination test (R2). In conclusion, the results of research shows that the influence of Traveloka advertisement on television media and internet media have a positive and significant impact on purchasing decisions.Simultaneously advertising on television media and internet media to purchase decisions have a fit model. In the model formed television advertising and internet advertising have the ability to explain the purchase decision of 45.6% and the remaining 54.4% is still influenced by other variables.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	The Impact of Television Advertising, The Impact of Internet Advertisin, Purchase Decision, Traveloka
Subjects:	H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	AZKA FITHRIA NURUNNAFIAH
Date Deposited:	06 Feb 2018 06:17
Last Modified:	06 Feb 2018 06:17
URI:	http://eprints.ums.ac.id/id/eprint/59341

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