Pengaruh Brand Ambassador Terhadap Minat Beli Tiket.com Di Jawa Barat

Abstract

Abstrak Perkembangan E-Commerce di Indonesia membuat Pertumbuhan online travel agent meningkat setiap tahunnya. Salah satu online travel agent di Indonesia yaitu Tiket.com yang memilki tagline “kemudahan ada tiketnya†merupakam penyedia jasa booking layanan tiket online sejak lama namun masih belum berada di posisi teratas sebagai layanan Reservasi tiket online. Penelitian ini bertujuan untuk mengetahui Brand Ambassador (X) terhadap minat beli (Y) pada Tiket.com menurut persepsi konsumen Serta mengetahui variabel mana yang paling berpengaruh besar. Metode yang digunakan metode Kuantitatif dengan jenis penelitian deskriptif dan kausal untuk Pengambilan sampel penelitian menggunakan metode Non Probability Sampling dengan jumlah sampel 100 responden. Teknik analisis data menggunakan analisis deskriptif dan analisis regresi linier. Berdasarkan hasil uji-t menggunakaan software SPSS 20 menujukkan bahwa brand ambassador memberikan pengaruh secara signifikan terhadap minat beli. Hal ini dapat dilihat dari nilai t hitung sebesar 8.957 dan nilai signifikansi sebesar 0,000, maka H0 ditolak. Karena t-hitung (8.957) > t-tabel (1.66055) sehingga H0 ditolak dan H1 diterima. Artinya, brand ambassador berpengaruh signifikan terhadap minat beli pada jasa tiket.com di Jawa Barat. Kemudian dari tabel coefficient juga dapat dilihat nilai signifikan sebesar 0,000 pada α = 5% (0,05) bernilai positif, yang artinya brand ambassador memberikan pengaruh positif terhadap minat beli maka (semakin tinggi/kuat brand ambassador, maka semakin meningkat pula minat beli tersebut). Kata Kunci :Brand Ambassador, Minat Beli,Tiket.com Abstract The development of E-Commerce in Indonesia makes the growth of online travel agents increase every year. One of the online travel agents in Indonesia is Tiket.com which has the tagline "ease of ticketing" as a provider of online ticketing services for a long time but still not at the top of the online ticket reservation service. This research aims to find out which Brand Ambassador (X) is interested in buying (Y) in Tiket.com according to consumer perception as well as knowing which variables have the most influence. The method used quantitative method with descriptive and casual research type for research sampling using Non Probability Sampling method with a sample number of 100 respondents. Data analysis techniques use descriptive analysis and linear regression analysis. Based on the results of the test-t using SPSS 20 software, the brand ambassador has a significant influence on buying interests. This can be seen from the calculated t value of 8,957 and the significance value of 0.000, then H0 is rejected. Because t-count (8957) > t-table (1.66055) so H0 is rejected and H1 is accepted. That is, the brand ambassador has a significant influence on the buying interest tiket.com services in West Java. Then from the tabel coefficient can also be seen a significant value of 0.000 on α = 5% (0.05) positive value, which means that the brand ambassador gives a positive influence on the buying interest then (the higher / stronger the brand ambassador,then the more interest the buy). Keywords: Brand Ambassador, Buying Interests, tiket.com