Budiyanto, Irwyn Lawrence and Sitepu, Badikenita and Mariza, Ita (2018) Analysis Of Persuasion Principles Towards Consumer Behaviour In Online Travel Agency Market: Case Study Of Jakarta Consumers. Masters thesis, Swiss German University.

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Abstract

The purpose of this study is to analyze the influence of Cialdini’s persuasion principles towards customer intention to buy using online travel agency. Sample of this reasearch is 400 people who aware of online travel agency, lived in Jakarta, aged 20 years old until 39 years old. This research is quantitative research by nature which done using primary data that was collected using distribution of questionnaires. The method that was used to present the data in this research is multiple regression model of inference statistics which data reliability and validity test done pretest. The findings is that reciprocity, commitment/consistency, scarcity, and liking have significant effects on intention to use while social proof, authority, and unity shown to be statistically insignificant factors towards intention to use. This results similar in terms of previous study where authority and social proof shown to not statistically significant toward purchase intention of supplement products. For the second model, Intention to buy is affected by intention to use positively which mean that by positively affecting intention to use, companies could increase the amount of transaction using their services.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Persuasion Principles; Reciprocity; Commitment/Consistency; Social Proof; Authority
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) > G154 Travel agents H Social Sciences > HF Commerce > HF5415 Consumer Behavior
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	11 Jun 2020 17:02
Last Modified:	11 Jun 2020 17:02
URI:	http://repository.sgu.ac.id/id/eprint/762

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