Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian

Dian Mardiana, Rosdiana Sijabat

Abstract


Tujuan penelitian ini adalah untuk menguji pengaruh positif dan signifikan consumer review online, promosi dan kepercayaan terhadap keputusan pembelian pada pembelian tiket pesawat di PT. XYZ selama pandemic Covid-19. Data primer dikumpulkan dengan menggunakan kuesioner yang disebar melalui Google Form. Penelitian ini menggunakan sebanyak 400 responden pada anggota fan page PT. XYZ dengan teknik purposive sampling. Analisis data menggunakan analisis regresi linear berganda menggunakan program SPSS 25. Hasil penelitian menunjukkan bahwa consumer review online berpengaruh positif dan signifikan  terhadap keputusan pembelian, Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian dan kepercayaan berpengaruh positif dan signifikan terhadap keputusan pembelian

 

The purpose of this study is to examine the effect of consumer review online, promotions and trust in purchasing decisions on purchasing airplane tickets at XYZ, Inc. during the Covid-19 pandemic. Primary data were collected by using a questionnaire distributed via Google Form. The sampling method used was purposive sampling. Data analysis used multiple linear regression analysis with SPSS 25 program. The findings revealed that online consumer reviews positively and significantly influence purchasing decisions, promotion positively and significantly influence purchasing decisions and trust positively and significantly influence purchasing decisions

 


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DOI: https://doi.org/10.31294/widyacipta.v6i1.11126

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