Tingkat Kepercayaan Konsumen dan Pemanfaatan E – Marketing Terhadap Keputusan Pembelian Konsumen Produk E –Ticket Pesawat di Octopus Travel Surabaya
Keywords:
consumer confidence, the use of e-marketing, consumer purchase intentionsAbstract
This study aims to determine the effect of variable consumer confidence and the use of e-marketing partially significant effect on consumer purchase intentions simultaneously or partially. And to investigate the use of e-marketing variable most dominant influence on consumer purchase intention. Samples from this study is that consumers Octopus Travel Surabaya as many as 100 people. The data analysis technique used is multiple linear regression method.
Partially that the consumer confidence variables influence the purchase decisions of consumers. On the use of e-marketing variables influence the purchase decisions of consumers. Simultaneously variable consumer confidence and the use of e- marketing influence on consumer purchasing decisions with. Meanwhile, if viewed from the regression coefficient obtained, the regression coefficient is 0.435 variable consumer confidence is smaller than the value of the variable regression coefficient of utilization of e-marketing is 0.748. It can be concluded that the variables that most influence the consumer's decision pemelian (Y) plane e-ticket products at Octopus Travel Surabaya is variable utilization of e-marketing.
Key words: consumer confidence, the use of e-marketing, consumer purchase intentions
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