RAHAYU, DWI (2024) PENGARUH ADVERTISING ATTRACTIVENESS DAN ONLINE CUSTOMER REVIEWS TERHADAP PURCHASE DECISION DIMEDIASI TRUST PADA KONSUMEN LAYANAN HOTEL DI APLIKASI TIKET.COM. Masters thesis, UPN "Veteran" Yogyakarta.
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Abstract
The purpose of this research is to determine the influence of Advertising. Attractiveness and Online Customer Reviews on Purchase Decisions through Trust. The sample for this research consisted of 95 people who had not used or had ever
used hotel services on the Tiket.com Application. This research uses a quantitative descriptive approach. The collected data is then processed using SmartPLS 3.0
software. The findings of this research show that. Advertising Attractiveness has a positive and significant effect on Purchase Decisions, Online Customer Reviews has
a positive and insignificant effect on Purchase Decisions, then Trust mediates the influence of Advertising Attractiveness and Online Customer Reviews on Purchase
Decisions and Trust has a positive and significant effect on Purchase Decisions.
Keyword : Advertising Attractiveness, Online Customer Reviews, Trust, Purchase Decision
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Advertising Attractiveness, Online Customer Reviews, Trust, Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | A.Md.SI Indah Lestari Wulan Aji |
| Date Deposited: | 20 Jan 2025 01:36 |
| Last Modified: | 20 Jan 2025 01:37 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/42088 |
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