PENGARUH ONLINE PROMOTION TERHADAP REPURCHASE INTENTION DENGAN CONSUMER PERCEPTION SEBAGAI MEDIASI PADA TRAVEL ONLINE

Michael Anthony

Abstract


Strategi pemasaran seperti online promotion kini banyak dilakukan untuk menarik repurchase intention pelanggan pada jasa travel online dengan membentuk consumer perception yang baik. Media online dipilih sebagai media promosi karena mampu menjangkau segmen pasar yang sangat luas dan tidak terbatas dengan waktu dengan biaya yang relatif murah serta dapat membentuk persepsi konsumen sehingga berpengaruh terhadap minat pembeliaan ulang konsumen. Penelitian tentang pengaruh online promotion terhadap repurchase intention  dengan consumer perception sebagai mediasi pada travel online dilakukan terhadap 100 pembeli online traveloka yang dipilih secara non-probability sampling dengan teknik analisis data WarpPLS. Hasil penelitian menunjukan bahwa online promotion berpengaruh positif terhadap repurchase intention secara langsung dan repurchase intention berpengaruh positif secara tidak langsung dengan melalui variabel mediasi consumer perception. Penelitian ini membuktikan bahwa consumer perception dapat menjadi mediasi yang baik antara online promotion dengan repurchase intention.


Keywords


Online Promotion, Consumer Perception, Repurchase Intention

Full Text:

Untitled

References


Al-Abdallah, G., & Abou-Moghli, A. (2012). the Effect of Promotional Mix on Internet Adoption in Jordanian Small and Medium Enterprises. European Scientific Journal, 8(12), 96–112. Retrieved from http://eujournal.org/index.php/esj/article/view/182

Al-Jeraisy, K. I. A. (2008). Consumer behavior. An Analytical Study of The Saudi’s Family Purchase Decision.

Chaffey, D., R. Mayer, K. Johnston, & Ellis-Chadwich, F. (2003). Internet Marketing, Strategy, Implementation and Practice. Harlow, UK: Prentice Hall. London.

Chiliya, N. (2009). The impact of marketing strategies on profitability of small grocery shops in South African townships. African Journal of Business …, 3(3), 70–79.

Chung, I., & Lee, M. (2003). A Study of Influencing Factors for Repurchase Intention in Internet Shopping Malls *, 0(C).

Cravens, David. W., dan Piercy, Nigel.F. (2013), Strategic Marketing 10th

Edition. New York: McGraw-Hill International Edition.

David, Phillips. (2001). Online Public Relations. Institute of Public Relations London (Great Britain): Kogan Page Ltd.

Futrell, C. (1992). Personal selling: How to succeed in sales. Burr Ridge, IL.: Irwin.

Grunig, James E. and Todd Hunt. (1994). Managing Public Relations. Orlando, FL: Harcourt Brace Jovanovich, sixth Edition.

Kerlinger, F. (1973). The structure of scientific revolution. Chicago: University of Chicago Press

Khan, S. M., & Mahmood, R. (2014). Impact of Service Marketing Mixes on Customer Perception: A Study on Eastern Bank Limited, Bangladesh. European Journal of Business and ManagementOnline), 6(34), 2222–2839.

Kim, C., Galliers, R.D., Shin, N. & Ryoo, J.H. (2012). Factors influencing Internet shopping value and customer repurchase intention. Electronic Commerce Research and Applications, 11, 4, 374-387.

Kotler, P., & Keller, K. L. (2009). Marketing Management (13th ed.). Upper Saddle River, New Jersey: Pearson Prentice-Hall.

Levis, M., Helfert, M., Brady, M., Levis, M., Helfert, M., & Brady, M. (2008). Website Design Quality and Form Input Validation : An Empirical Study on Irish Corporate Websites, (June), 91–100.

Lovelock, C. & Gummesson, E. (2004). Whither services marketing? In search of a new paradigm and fresh perspectives. Journal of Services Research, 7(1), 20-41.

Marks, R.B. (1997). Personal Selling: A Relationship Approach. New Jersey: Prentice Hall.

Moslehi, H., & Haeri, F. A. (2016). Effects of Promotion on Perceived Quality and Repurchase Intention, 4(12), 457–461.

Naresh K. Malhotra (2009). Riset Pemasaran : Pendekatan terapan, jilid 1. PT Indeks

Nazish, S., & Rizvi, Z. (2011). Impact of Sales Promotion on Organizations ’ Profitability and Consumer ’ s Perception in Pakistan. Interdisciplinary Journal Of Contemporary Research In Business, 3(5), 296–310.

Nematbakhsh M.A., M. Solgi. (2007). Personalization Model for e-Marketing. IMECS 1, 845-849.

Purhantara, W. (2010). Metode Penelitian Kualitatif untuk Bisnis. Yogyakarta: Graha Ilmu.

Safa, N. S., Mandela, N., Africa, S., Safa, N., & Solms, V. (2016). Customers repurchase intention formation in, 1–9. https://doi.org/10.4102/sajim.v18i1.712

Schiffman, L., & Kanuk, L. L. (2008). Perilaku Konsumen (7th ed.). Jakarta: PT. Indeks.

Singh, M. (2012). Marketing Mix of 4P ’ S for Competitive Advantage, 3(6), 40–45.

Smith P.R. (1998). Marketing Communication an Integrated Approach. Bell and Bain Ltd. London.

Sugiyono. (2010). Metode Penelitian Bisnis : Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

To, P., Liao, C., and Lin, T. Shopping motivations on Internet: a study based on utilitarian and hedonic value. Technovation, 27, 12, 2007, 774–784.

Zhou, T., Lu, Y., & Wang, B. (2009). The relative importance of website design quality and service quality in determining consumers’ online repurchase behavior. Information Systems Management, 26, 4, 327-337.

Zhang, Yixiang, Fang, Yulin, Wei, Kee Kwok. Ramsey, Elaine. McCole, Patrick. Chen, Huaping, (2011).Repurchase Intention in B2C e-commerce - A relationship quality Perspective. Information & Management, 48, 192–200.


Refbacks

  • There are currently no refbacks.