Pengaruh Kepercayaan, Citra Merek, Keamanan Terhadap Minat Beli Tiket Pada Situs Traveloka
Abstract
This study aims to examine the effect of trust, brand image, and security on ticket buying interest on the Traveloka site (a case study of UST Yogyakarta students). The population in this study used students of the economics faculty majoring in accounting and management at Sarjanawiyata Tamansiswa University Yogyakarta. The type of data in this study uses quantitative data types. The sample method in this study is non-probability and the sampling technique uses purposive sampling. The results of the research simultaneously show a significant value of 0.000 <0.05, which can be concluded that the variables of trust, brand image, and security simultaneously or together have an effect on purchase intention. While the results of the research partially from each variable, there are 2 variables that do not affect, namely the trust variable with a significant value of 0.653> 0.05, it can be concluded that trust has no effect on purchase intention and the security variable with a significant value of 0.070> 0.05 can be concluded that security has no effect on purchase intention. While the brand image variable has a significant value of 0.000 <0.05, it can be concluded that brand image has an effect on purchase intention.
Keywords: Trust, Brand Image, Security and Purchase Intention
References
Akbar, A. (2012). Analisis Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Notebook Toshiba. Jurnal Managemen Pemasran, 3(2), 16-19.
Alwafi, F. &. (2016). Pengaruh persepsi keamanan, kemudahan bertransaksi, kepercayaan terhadap toko dan pengalaman berbelanja terhadap minat beli secara online pada situs jual beli tokopedia. com. Journal of Management, 5(2), 134-148.
Bao, H. B. (2016). Repurchase Intention In Chinese E-marketplace: Roles of Interactivity, Trust and Perceived Effectiveness of E-commerce Institutional Mechanisms. Industrial Management and Data Systems, 116 (8): 1-30.
Bilson, S. (2011). Memenangkan Pasar Dengan Pemasaran Efektif dan Profitabel. Jakarta: PT. Gramedia Pustaka Utama.
Delsi, T. R, A. N. (2017). Pengaruh Citra Merek terhadap Niat Pembelian Tiket Pesawat Secara Online pada Konsumen Traveloka. Com dengan Kepercayaan Sebagai Variabel Mediasi. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 2 (3).
Erni, M., B. S. (2020). Korelasi Antara Persepsi Risiko dan Minat Beli Online Konsumen. Jurnal Ilmiah Pendidikan Ekonomi, 5(1).
Fandiyanto, R., A. (2017). Pengaruh Kemudahan, Keamanan, Ketanggapan, Harga dan Reputasi Perusahaan Tehadap Kepercayaan dan Keputusan Pembelian Produk Kerajinan Danbo Secara Online. Jurnal Ekonomi dan Bisnis Growth 15(1).
Isti F., A. (2019). Pengaruh Citra Merek, Harga dan Kepercayaan terhadap Minat Beli Konsumen Pada Layanan Online Traveloka. Jurnal Ilmiah Mahasiswa, 1 (2).
Leerophong, A. &. (2013). Trust and Risk in Purchase Intention through Online Social Network: A Focus Group Study of Facebook in Thailand. Journal of Economics, Business and Management, 1(4).
Lesmana, A. (2019). Pengaruh Trust, Perceived Reputation dan Keamanan Terhadap Minat Beli Online. Jurnal Ekonomak 5 (1), 90-101.
Meyliana. (2011). Analisis Strategi E-Marketing dan Implementasi Pada Rental Company. Jurnal Binus Business Review. 2(2)
Setiadi, N. (2016). Perilaku Konsumen: Perspektif Kontemporer pada Motif, Tujuan, dan Keinginan Konsumen. Jakarta: Prenadamedia Group.
Shomad, A. C. (2012). Pengaruh Kepercayaan, Persepsi Kegunaan, Persepsi Kemudahan, dan Persepsi Risiko Terhadap Perilaku Penggunaan E-Commerce. Jurnal Mahasiswa FEB Universitas Brawijaya 1 (2), 1 - 20.
Strauss, J. &. (2011). E-Marketing (6th ed). . New Jersey: Pearson.
Tulipa, D. d. (2015). The Country of Origin and Brand Image Effect on Purchase Intention of Smartphone in Surabaya - Indonesia. Journal of Social Sciences, 6(5): 64–70.
Wu, C.-S. (2015). A Study On Consumers' Attitude Towards Brand Image, Athletes' Endorsement and Purchase Intention. The International Journal Of Organizational Innovation, 8(2) : 233 253.
