Analisis Pengaruh Daya Tarik Iklan Dan Kemudahan Akses Terhadap Keputusan Pembelian Melalui Persepsi Konsumen (Studi Pada Pelanggan Online Travel Agent Tiket.Com)

Abstract

Abstract

The purpose of this study was to determine and analyze the effect of advertising attractiveness and ease of access on consumer perceptions, to determine and analyze the effect of advertising attractiveness, ease of access and consumer perceptions on purchasing decisions and to determine and analyze the effect of advertising attractiveness and ease of access on decisions. purchases are mediated by consumer perceptions. This type of research is explanatory research. The population in this study were customers of Tiket.com online travel agent in Malang City and the sample used was purposive sampling, amounting to 96 respondents. The data analysis method uses path analysis. The results show that the attractiveness of advertising has a positive and significant effect on consumer perceptions, ease of access has a positive and insignificant effect on consumer perceptions, attractiveness of advertisements has a positive and insignificant effect on purchasing decisions, ease of access and consumer perceptions have a positive and significant effect on purchasing decisions., consumer perceptions can mediate the attractiveness of advertising on purchasing decisions and consumer perceptions cannot mediate ease of access to purchasing decisions.

 

Keywords: advertising attractiveness, ease of access, purchase decision, and consumer perception.