Analysis Of The Influence Of Promotional Media Types And Product Diversity On Consumer Purchase Decisions At Tiket.Com Online Travel Agent
DOI:
https://doi.org/10.58330/ese.v1i2.133Keywords:
Types of Promotional Media, Product Diversity,Consumer Purchase Decisions.Abstract
This study aims to determine the effect of Promotional Media Types and Product Diversity on Consumer Purchase Decisions at the online travel agent Tiket.com. The population in this study were all users of the Tiket.com OTA service, while the sample in this study were 110 users of the Tiket.com service using a purposive sampling technique. This type of research is associative research. Data processing in this study used SPSS 25.0 for Windows, where validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, significance test (t test) and coefficient of determination test (R2) were carried out. Based on the research results show that: (1) the type of promotional media has a significant effect on consumer purchasing decisions. (2) product diversity has a significant effect on consumer purchasing decisions. For further research it is recommended to conduct research outside of the independent variables that have been used in this study, or to combine several variables that have been used in this study, such as the type of promotional media and product variety with other variables that can influence consumer purchasing decisions.
Downloads
References
Arwiedya, M.R. 2011. Analisis Pengaruh Harga, Jenis Media Promosi, Resiko Kinerja, dan Keragaman Produk Terhadap Keputusan Pembelian Via Internet Pada Toko Online. Fakultas Ekonomi Universitas Diponegoro. Semarang.
Cheung, R. dan Lam, P. How Travel Agency Survive in e-Business World. Commun. IBIMA. vol. 10. 2009.
DetikFinance: Penjualan tiket.com Cetak Rekor di Q1 2021 & Tiket To Do Jadi Populer: https://finance.detik.com/berita-ekonomi-bisnis/d-5540129/penjualan-tiketcom-cetak-rekor-di-q1-2021--tiket-to-do-jadi-populer
Ganysa, D. D. 2021. The Influences Of Company Size, Audit Quality, Audit Tenure, And Audit Pricing To The Going Concern Audit Opinion (Bachelor's thesis, Jakarta: Fakultas Ekonomi Dan Bisnis UIN Syarif Hidayatullah.).
Investor.id: Kinerja Tiket.com Tumbuh 2,5 Kali Lipat: https://investor.id/business/194531/kinerja-tiketcom-tumbuh-25-kali-lipat
Kotler, P. dan Keller, K.L. 2009. Manajemen Pemasaran. Jilid I. Edisi ke 13. Jakarta: Erlangga
Kotler, P. dan Keller, K.L. 2012. Manajemen Pemasaran Jilid I Edisi ke 12. Jakarta: Erlangga.
Khairi, N. W. (2017). Pengaruh kualitas pelayanan, harga, kelengkapan produk dan lokasi terhadap kepuasan konsumen koperasi pegawai Republik Indonesia omi swalayan Universitas Islam Negeri Sumatera Utara (Doctoral dissertation, Universitas Islam Negeri Sumatera Utara).
Made M.G. Rodhiyah R., dan Widiartanto W. 2015. "Pengaruh Promosi dan Harga Terhadap Keputusan Pembelian Surat Kabar Harian Suara Merdeka" Jurnal Ilmu Administrasi Bisnis, vol. 4, no. 2, pp. 462-473.
Obsessionnews: keren! tiket.com Catat Pertumbuhan Performa Sebesar 40% di 2021: https://www.obsessionnews.com/keren-tiket-com-catat-pertumbuhan-performa-sebesar-40-di-2021/
Ong, I. A. (2013). Analisa pengaruh strategi diferensiasi, citra merek, kualitas produk dan harga terhadap keputusan pembelian pelanggan di Cincao Station Grand City, Surabaya. Jurnal Strategi Pemasaran, 1(2), 1-11.
Rachmawati, Kalingga Dewi dan Finisica Dwijayanti Patrikha. 2021. Pengaruh Keragaman Produk dan Promosi Terhadap Keputusan Pembelian di Pesen Kopi Kota Bojonegoro pada Masa Pandemi Covid-19. Jurnal Pendidikan Ekonomi.
Statista Research Department: Online Travel Market: https://www.statista.com/topics/2704/online-travel-market/. 2021
Sugiyono. 2018. Metode Penelitian Kombinasi (Mixed Methods). Bandung: Alfabeta
TechnoBusiness: Kinerja Bisnis Tiket.com pada Kuartal 2/2021: https://technobusiness.id/news/2021/08/13/kinerja-bisnis-tiket-com-pada-kuartal-2-2021/
Tunnufus, Z., & Wulandari, A. 2019. Pengaruh Harga dan Jenis Media Promosi Terhadap Keputusan Pembelian Onzline pada E-Commerce Shopee di Kabupaten Lebak. ejurnal.lantasamashiro.ac.id, 2-8.
Warsito, D. T. (2020). Pengaruh Orientasi Pasar Dan Diferensiasi Pelayanan Terhadap Kinerja Usaha Perjalanan Wisata Di Bandung (Doctoral dissertation, Universitas Komputer Indonesia).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Ricky Kurniaji Purnomo, H. Akhmad Saufi, Rusminah Hs
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who choose to publish their work with Experimental Student Experiences agree to the following terms:
-
Copyright Retention: Authors retain the copyright to their work and acknowledge that Experimental Student Experiences (ESE) is the first publisher. The work is licensed under a Creative Commons Attribution-ShareAlike License (CC BY-SA). This license allows others to distribute, remix, adapt, and build upon the work, even for commercial purposes, as long as proper attribution is given to the original source and any derived works are shared under the same license.
-
Additional Distribution: Authors have the freedom to enter into separate contractual arrangements for the non-exclusive distribution of the published version of their work by ESE. This includes the ability to post the work in institutional repositories, publish it in books, or distribute it through other channels. In such cases, authors should provide appropriate acknowledgment of the initial publication in ESE.
-
Online Posting and Preprints: Authors are permitted and strongly encouraged to share their work online before and during the submission process. This includes posting the work in institutional repositories, personal websites, or preprint servers. Such practices can foster productive scholarly exchanges and lead to increased visibility and citation of the published work.
