Pengaruh Online Travel Agent dan Gaya Hidup Terhadap Minat Konsumen Membeli Tiket Secara Online di Kota Payakumbuh
DOI:
https://doi.org/10.35870/jemsi.v9i2.1066Keywords:
Online Travel Agent, Gaya Hidup, Minat beliAbstract
Bisnis dalam industri travel agent akan semakin berkembang jika didukung dengan sistem pemesanan tiket yang melalui media internet dan dilakukan secara online. Pemesanan tiket secara online memberikan kemudahan bagi konsumen seperti kemudahan pencarian informasi jadwal perjalanan dan harga tiket. Selain itu, konsumen dapat melakukan pemesanan tiket dimana saja kapan saja dan tanpa harus mengunjungi ke biro travel agent yang bersangkutan sehingga akan berdampak terhadap gaya hidup masyarakat. Penelitian ini menggunakan data Primer yang disebar pada masyarakat yang memiliki mobilitas tinggi yang berpergian dengan Pesawat terbang di kota Payakumbuh sebanyak 66 orang responden yang dapat di temui dan di ambil dengan teknik (accidental sampling). Penelitian ini menggunakan Regresi Binary Logistik. Hasil Penelitian menemukan bahwa Online Travel Agent memiliki pengaruh positif dan signifikan terhadap minat beli namun gaya hidup memiliki pengaruh negatif dan tidak signifikan terhadap minat beli. Tetapo Online Travel Agent lebih dominan mempengaruhi Minat Beli masyarakat untuk membeli tiket secara online di Kota Payakumbuh.
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