Mangerbang, Geilano (2018) Efektivitas Strategi Promosi Melalui Online Advertising Terhadap Minat Beli Konsumen. Kasus Pada: Traveloka. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perkembangan teknologi telah menghadirkan berbagai kemudahan dalam kehidupan masyarakat. Hal tersebut dapat dilihat dari banyaknya pengguna internet, terutama di Indonesia. Dengan besarnya pengguna internet di Indonesia, kegiatan bisnis mulai beralih secara online. Salah satu kegiatan bisnis yang berubah akibat perkembangan teknologi adalah bisnis perjalanan. Sebelum berkembangnya teknologi, traveller yang ingin berpergian harus memesan tiket melalui toko-toko travel. Hal tersebut sangat membuat para traveller menjadi tidak nyaman karena tidak praktis dan memerlukan biaya yang besar. Kekurangan tersebut akhirnya diatasi dengan munculnya online travel agent. Salah satu online travel agent yang poplar di Indonesia adalah Traveloka. Traveloka memanfaatkan perkembangan teknologi sebagai kegiatan pemasaran mereka salah satunya melalui online advertising. Tujuan dari penelitian ini adalah untuk menganalisis efektifitas iklan yang dilakukan Traveloka dengan menggunakan metode Customer response index dan menganalisis faktor yang mempengaruhi behavioral intention konsumen terhadap aplikasi Traveloka dengan metode Unified Theory of Acceptance and Use Of Technology (UTAUT). Penelitian ini bersifat conclusive-descriptive dengan desain multiple cross sectional. Pengambilan sample yang digunakan dalam penelitian ini dengan menggunakan convenience sampling. Penyebaran kuesioner akan dilakukan secara online dengan menggunakan Google form dan responden yang dipilih 571 orang yang tersebsar secara nasional. Hasil dari penelitian ini menunjukkan nilai CRI dari iklan Traveloka memiliki nilai 78%. Selain itu, dari hasil UTAUT yang didapatkan, performance expectancy dan facilitating condition memiliki pengaruh yang signifikan terhadap behavioral intention ===================================================================================================== The development of technology has brought various conveniences in people lives. It can be seen from the number of internet users, especially in Indonesia. With the large number of internet users in Indonesia, business activities began shifting to online. One of the business activities that changing due to technological developments is the travel business. Before the development of technology, travellers who want to travel have to book tickets through travel agents shop. It is very make the traveller becomes uncomfortable because it is not practical and requires a large cost. This weakness is finally solved by the emergence of online travel agents. One of the popular online travel agent in Indonesia is Traveloka. Traveloka utilizes technological developments on their marketing activities through online advertising. The purpose of this research is to analyze the effectiveness of Traveloka Online advertisement using Customer response index method, and analyse the factor that influence consumer behavioral intention toward Traveloka application using Unified Theory of Acceptance and Use Of Technology (UTAUT) method . This research is conclusive-descriptive with multiple cross-sectional design. Sampling used in this study is convenience sampling. The distribution of questionnaires will be done online using Google form and there will be 571 respondents that spreads nationwide. The result of this research shows that CRI value from Traveloka advertisement has 78% value. In addition, from the results of the UTAUT obtained, performance expectancy and facilitating conditions have a significant influence on behavioral intention
| Item Type: | Thesis (Undergraduate) |
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| Additional Information: | RSMB 658.834 3 Man e-1 3100018078330 |
| Uncontrolled Keywords: | online advertising, customer response index, UTAUT |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD74 Internet advertising. H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. |
| Divisions: | Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Geilano Mangerbang |
| Date Deposited: | 25 Nov 2020 08:58 |
| Last Modified: | 25 Nov 2020 08:58 |
| URI: | https://repository.its.ac.id/id/eprint/55870 |
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