PENGARUH IKLAN, CITRA MEREK, DAN KEPERCAYAAN TERHADAP MINAT BELI PADA SITUS TIKET.COM

PUTRA, ALVIN PUNGKY (2019) PENGARUH IKLAN, CITRA MEREK, DAN KEPERCAYAAN TERHADAP MINAT BELI PADA SITUS TIKET.COM. S1 thesis, Universitas Negeri Jakarta.

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Abstract

Alvin Pungky Putra, 2019; The Effect of Advertising, Brand Image and Trust on Purchase Intention at Tiket.com. Thesis, Jakarta: Study Program Management, Faculty of Economics, Universitas Negeri Jakarta. Advisory: Agung Kresnamurti Rivai P. S.T., M.M, and Ika Febrilia S.E., M.M. The purpose of this research are: 1) To determine whether advertising affect significantly towards purchase intention in Tiket.com. 2) To determine whether brand image affect significantly towards purchase intention in Tiket.com. 3) To determine whether trust affect significantly towards purchase intention in Tiket.com. In order to collecting data, this study using survey methods with questionnaires as the instrument. The object of this study is 250 respondents krom DKI Jakarta area and already made purchases on Tiket.com sites at least once. Data analysis using SPSS version 22 to process and analyze research data. The results showed that the advertisement variable showed a positive and significant effect on purchase intention, the brand image variable showed a positive and significant effect on purchase intention and a positive and the trust variable showed a positive and significant effect on purchase intention. Keywords: Advertising, Brand Image, Trust, Buying Interest, Tiket.com

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