Wardhani, Laily Nurfiana (2024) Pengaruh Kemudahan Penggunaan, Persepsi Harga dan Electronic Word Of Mouth Terhadap Brand Switching Traveloka (Studi Pada Pengguna Traveloka di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Traveloka is one of the first online travel agent platforms in Indonesia which was founded in 2012. Traveloka is an application that is a pioneer in the emergence of other online travel agent applications. The purpose of this research is to determine and analyze the influence of Ease of Use, Perceived Price and Electronic Word of Mouth on Brand Switching on the Traveloka application. Ease of Use, Perceived Price and Electronic Word of Mouth were studied to see how they influence customers' tendency to switch brands when using the Traveloka application. This research uses a quantitative methodology based on descriptive analysis techniques. The author used an online questionnaire to distribute the survey and collect data which was distributed to 204 people. The sample used by the author is Traveloka users who are 17 years old and live in Surabaya and have used online travel agent platforms other than Traveloka. The data that has been collected is then processed using the multiple linear regression method with the help of SPSS version 26. The results of this research show 1) Simultaneously the variables ease of use, perceived price, and electronic word of mouth have a positive and significant influence on Traveloka's brand switching. 2) Partially, the ease of use variable has no effect and is not significant on brand switching. 3) Partially, perceived price and electronic word of mouth variables have a positive and significant influence on Traveloka's brand switching.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Laily Nurfiana Wardhani | ||||||||
| Date Deposited: | 13 May 2024 08:36 | ||||||||
| Last Modified: | 13 May 2024 08:36 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/22665 |
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