FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE DECISION INVOLVEMENT GENERASI MILLENNIAL DI TRAVELOKA

Ridho Ryswaldi, Vera Pujani

Abstract


ABSTRAK

Penelitian ini dilakukan bertujuan untuk mengetahui faktor-faktor yang mempengaruhi minat atau ketertarikan generasi milenial terhadap purchase decision involvement yang dimediasi oleh trust. Variabel independent pada penelitian ini ada social media usage, eWOM, third party recognition, dan legal framework. Teknik pengumpulan sampel dilakukan dengan non probability sampling dengan purposive sampling. Generasi milenial pada penelitian ini memiliki rentang umur 18-34 tahun. Responden merupakan mahasiswa S1 dan S2 di Kota Padang. Jumlah responden pada penelitian ini sebanyak 216 responden. Teknik analisis data yang digunakan dalam penelitian ini adalah Maximum Likelihood. Pada penelitian ini diperoleh social media usage, eWOM, dan legal framework berpengaruh signifikan positif terhadap purchase decision involvement, sementara third party recognition tidak berpengaruh. Untuk mediasi oleh trust, social media usage, eWOM, third party recognitiom, dan legal framework, berpengaruh terhadap purchase decision involvement.


ABSTRACT

This research was conducted aiming to find out the factors that influence interests of millennial generation towards purchase decision involvement mediated by trust. The independent variable in this study is social media usage, eWOM, third party recognition, and legal framework. The sample collection technique is done by non probability sampling with purposive sampling. Millennial generation in this study has an age range of 18-34 years. Respondents are undergraduate and graduate students in the city of Padang. The number of respondents in this study were 216 respondents. The data analysis technique used in this study was Maximum Likelihood. In this study obtained social media usage, eWOM, and legal framework have a significant positive effect on purchase decision involvement, while third party recognition has no effect. For mediation by trusts, social media usage, eWOM, third party recognitiom, and legal framework, affect purchase decision involvement

 


Keywords


social media usage, eWOM, third party recognitiom, legal framework, trust, purchase decision involvement

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DOI: https://doi.org/10.34149/jmbr.v17i1.168

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