CD Skripsi

Pengaruh Promosi Penjualan Traveloka Di Twiter @Traveloka Terhadap Keputusan Penggunaan Paylater

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ABSTRACT
THE EFFECT OF TRAVELOKA SALES PROMOTION
ON TWITTER @TRAVELOKA ON THE DECISION TO USE PAYLATER
By: Ratna Masytah
Advisor: Evawani Elysa Lubis, M. Si
Advances in technology are so rapid that the trend of e-commerce users in Indonesia has grown quite large in recent years. One of the strong candidates in e-commerce competition in Indonesia in the field of travel agencies is Traveloka. Traveloka is a leading travel company in Southeast Asia. In its development, Traveloka introduced a paylater payment system. Paylater is a payment tool that allows someone to delay payments and can apply for a loan to be able to pay for anything that is provided by an e-commerce. Traveloka is one of the earliest applications to introduce a paylater system. Twitter is one of the social media used by Traveloka as a place to disseminate information and product offers. Sales promotion is a form of marketing communication that aims to attract consumers or influence consumers to try the products offered to increase purchases. Before someone makes a purchase action, he will make a purchase decision. Purchasing decision is the behavior of the customer whether to buy a product or not.
The theory used in this study is the S-R or Stimulus-Response Theory. The S-R theory is a theory of action-reaction which basically reveals that there is a reaction due to a given stimulus. The type of research used is descriptive with a quantitative approach. This study used data collection techniques with questionnaires distributed to 100 respondents. Data were processed using SPSS to test validity, test reliability, simple linear regression test, and test of determination.
The results of this study indicate that the tcount value is greater than the ttable value, namely 11.648 > 1.98 with a significance level of 0.000 less than α = 0.05, so the hypothesis can be obtained that Ha is accepted, Ho is rejected. Furthermore, it is known that the R value which shows the correlation between the independent variable and the dependent variable is 0.762 from the summary model obtained, and the Rsquare value is 0.581 which means that sales promotions have an influence on paylater user decisions on the Traveloka application.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1601111129

Penerbit

Pekanbaru : Universitas Riau - FISIP- Ilmu Komunikasi., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1601111129

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

TETHI

Versi lain/terkait

Lampiran Berkas

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