PENGARUH BRAND IMAGE, PERCEIVED PRICE, TRUST DAN VALUE TERHADAP PURCHASE INTENTIONS PADA PELANGGAN ONLINE HOTEL BOOKING

Yahya, Fata Muhammad and Hastuti, Rina (2018) PENGARUH BRAND IMAGE, PERCEIVED PRICE, TRUST DAN VALUE TERHADAP PURCHASE INTENTIONS PADA PELANGGAN ONLINE HOTEL BOOKING. skripsi thesis, IAIN Surakarta.

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Abstract

The purpose of this study was to determine the relationship of brand image, perceived price, trust, and value toward purchase intentions on customer of online hotel booking. The populations of this study were all of customers of hotel booking in Surakarta. The technique of taking sample used purposive sampling and it got 200 respondents who have not reserved online hotel. This research used 5 variables, they are 4 endogenous variables and 1 exogenous variables and also 3 mediator or intervening variable. The endogenous variables are perceived price, trust, value, and purchase intentions. The exogenous variable is brand image. While, perceived price, trust, and value as the mediator or intervening variable. The data analysis used is quantitative research method by using Structural Equation Modelling (SEM) with IBM Statistic AMOS version 21.0. The result of this study showed that all indirect relation toward value and perceived price has insignificant effect. Then, all indirect relation toward trust has significant effect. It was identified that trust as mediator or intervening variable from brand image and purchase intentions, had significantly effect. Direct effect brand image had significant effect to purchase intentions. So, research gap in this study has been solved because relation trust has significant effect to purchase intentions. Keyword : brand image, perceived price, trust, value, purchase intentions, online hotel booking.

Item Type: Thesis (skripsi)
Subjects: 2x Islam > 2x6 Sosial dan Budaya Islam > 2x6.3 Ekonomi Islam
Divisions: Fakultas Ekonomi dan Bisnis Islam > Manajemen Syariah
Depositing User: Maha siswa
Date Deposited: 10 Dec 2018 02:17
Last Modified: 10 Dec 2018 02:17
URI: http://eprints.iain-surakarta.ac.id/id/eprint/2006

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