PENENTU NIAT PEMBELIAN KEMBALI TIKET PESAWAT SECARA ONLINE PADA SITUS TRAVELOKA.COM.
PENENTU NIAT PEMBELIAN KEMBALI TIKET PESAWAT SECARA ONLINE
PADA SITUS TRAVELOKA.COM
SKRIPSI
Oleh :
I MADE TONI MEGANTARA
NIM : 1215251174
Skripsi ini ditulis untuk memenuhi sebagian persyaratan
memperoleh gelar Sarjana Ekonomi di Fakultas Ekonomi dan Bisnis
Universitas Udayana
Denpasar
2016
LEMBAR PENGESAHAN
Skripsi ini telah diuji oleh tim penguji dan disetujui oleh Pembimbing, serta diuji pada tanggal :
20 Juli 2016
Tim Penguji :
Tanda tangan
1. Ketua : Prof. Dr. Ni Nyoman Kerti Yasa, SE., M.S
……………..
2. Sekretaris : Dr. Alit Suryani, SE., M. Kes
……………..
3. Anggota : Dr. I Gst. Ayu. Ketut Giantari, M.Si.
……………..
Mengetahui,
Ketua Jurusan Manajemen
Dr. I Gst. Ayu. Ketut Giantari, M.Si.
NIP. 19611002 1986 01 2 002
Pembimbing
Dr. Alit Suryani, SE., M.Kes
NIP. 19590682 1984 03 2 001
DAFTAR ISI
Halaman
HALAMAN JUDUL ...........................................................................
i
HALAMAN PENGESAHAN .............................................................
ii
PERNYATAAN ORISINALITAS ......................................................
iii
KATA PENGANTAR .........................................................................
iv
ABSTRAK ...........................................................................................
vi
DAFTAR ISI ........................................................................................
vii
DAFTAR TABEL ................................................................................
x
DAFTAR GAMBAR ...........................................................................
xi
DAFTAR LAMPIRAN ........................................................................
xii
BAB I
PENDAHULUAN
1.1 Latar Belakang ...........................................................
1
1.2 Rumusan Masalah ........................................................
8
1.3 Tujuan Penelitian .........................................................
9
1.4 Kegunaan Penelitian ....................................................
9
1.5 Sistematika Penulisan ..................................................
10
BAB II KAJIAN PUSTAKA DAN HIPOTESIS PENELITIAN
2.1 Kajian Pustaka ............................................................
12
2.1.1 Kepercayaan Online ..........................................
12
2.1.2 Pengalaman Pembelian Online Sebelumnya .....
13
2.1.3 Brand Orientation .............................................
13
2.1.4 Quality Orientation ..........................................
14
2.1.5 Niat Beli Kembali ..............................................
15
2.2 Hipotesis Penelitian .....................................................
16
2.3 Model Penelitian ..........................................................
20
i
BAB III METODE PENELITIAN
3.1 Desain Penelitian .........................................................
21
3.2 Lokasi Penelitian ..........................................................
22
3.3 Obyek Penelitian ..........................................................
22
3.4 Identifikasi Variabel.....................................................
22
3.5 Definisi Operasional Variabel......................................
23
3.6 Jenis dan Sumber data ..................................................
25
3.7 Populasi dan Sempel ...................................................
26
3.8 Metode Pengumpulan Data ..........................................
28
3.9 Teknik Analisis Data....................................................
29
3.9.1
Analisis Regresi Linier Berganda ...................
29
3.9.2
Pengujian Instrumen Penelitian ......................
30
3.9.3
Uji Asumsi Klasik ..........................................
31
3.9.4
Uji Klayakan Model (Uji F)…………………
33
3.9.5
Koefisien Determinasi (R2)………………….
33
3.9.6
Uji Persial (Uji t)…………………………….
34
BAB IV DATA DAN PEMBAHASAN HASIL PENELITIAN
4.1 Gambaran Umum perusahaan Traveloka.....................
35
4.2 Karakteristik Responden ..............................................
36
4.3 Hasil Pengujian Instrumen Penelitian ..........................
37
4.3.1 Uji Validitas.......................................................
37
4.3.2 Uji Reliabilitas ...................................................
38
4.4 Deskripsi Variabel Penelitian.......................................
38
4.4.1
Kepercayaan Online .........................................
39
4.4.2
Pengalaman Pembelian Online Sebelumnya ...
41
4.4.3
Brand Orientation ............................................
42
4.4.4
Quality orientation ...........................................
43
4.4.5
Niat Beli Kembali……………………………..
44
4.5 Uji Asumsi Klasik ........................................................
45
4.6 Hasil Uji Regresi Linier Berganda ...............................
48
ii
4.7 Pembahasan………......................................................
52
Pengaruh Kepercayaan Online
Terhadap Niat Beli Kembali ............................
52
Pengaruh Pengalaman pembelian Online
Sebelumnya
Terhadap Niat beli Kembali ............................
53
Pengaruh Brand Orientation
Terhadap Niat Beli Kmbali .............................
53
Pengaruh Quality Orientation
Terhadap Niat Beli kembali.............................
54
4.8 Implikasi Hasil Penelitian ............................................
55
4.9 Keterbatasan Penelitian ................................................
55
4.7.1
4.7.2
4.7.3
4.7.4
BAB V SIMPULAN DAN SARAN
5.1 Simpulan .....................................................................
57
5.2 Saran ...........................................................................
58
DAFTAR RUJUKAN ..........................................................................
60
LAMPIRAN-LAMPIRAN ..................................................................
64
DAFTAR TABEL
iii
No Tabel
Halaman
3.1
Penentuan Score………………. ........................................................... 29
4.1
Karakteristik Responden ......................................................................... 36
4.2
Hasil Uji Validitas................................................................................... 37
4.3
Hasil Uji Reliabilitas ............................................................................... 38
4.4
Deskripsi Jawaban Responden Mengenai Kepercayaan Online ............. 40
4.5
Deskripsi Jawaban Responden Mengenai pengalaman pembelian
Online Sebelumnya ................................................................................. 41
4.6
Deskripsi Jawaban Responden Mengenai Brand Orientation ................ 42
4.7
Deskripsi Jawaban Responden Mengenai Quality Orientation .............. 43
4.8
Deskripsi Jawaban Responden Mengenai Niat Beli Kembali……..…… 44
4.9
Hasil Uji Normalitas Persamaan Regresi ................................................ 45
4.10 Hasil Uji Multikoleniaritas Persamaan Regresi ..................................... 46
4.11 Hasil Uji Heteroskedastisitas Persamaan Regresi .................................. 47
4.12 Hasil Uji Regresi Linier Berganda .......................................................... 48
4.13 Hasil Uji Koefisien Determinasi ............................................................ 49
4.14 Hasil Uji Statistiki F ............................................................................... 50
DAFTAR GAMBAR
iv
No
2.1
Gambar
Model Penelitian
Halaman
................................................................................ 20
v
DAFTAR LAMPIRAN
No
Lampiran
Halaman
1
Kuesioner .................................................................................
65
2
Tabulasi Data Kuisioner Penelitian..........................................
69
3
Hasil Uji Validitas....................................................................
73
4
Hasil Uji Reliabititas ................................................................
76
5
Hasil Statistik Deskriptif ..........................................................
79
6
Hasil Uji Normalitas ................................................................
85
7.
Hasil Uji Multikoleniaritas ......................................................
86
8.
Hasil Uji Heteroskedastisitas ...................................................
87
9.
Hasil Uji Analisis Regresi ........................................................
88
10.
Hasil Gambar ...........................................................................
89
vi
PADA SITUS TRAVELOKA.COM
SKRIPSI
Oleh :
I MADE TONI MEGANTARA
NIM : 1215251174
Skripsi ini ditulis untuk memenuhi sebagian persyaratan
memperoleh gelar Sarjana Ekonomi di Fakultas Ekonomi dan Bisnis
Universitas Udayana
Denpasar
2016
LEMBAR PENGESAHAN
Skripsi ini telah diuji oleh tim penguji dan disetujui oleh Pembimbing, serta diuji pada tanggal :
20 Juli 2016
Tim Penguji :
Tanda tangan
1. Ketua : Prof. Dr. Ni Nyoman Kerti Yasa, SE., M.S
……………..
2. Sekretaris : Dr. Alit Suryani, SE., M. Kes
……………..
3. Anggota : Dr. I Gst. Ayu. Ketut Giantari, M.Si.
……………..
Mengetahui,
Ketua Jurusan Manajemen
Dr. I Gst. Ayu. Ketut Giantari, M.Si.
NIP. 19611002 1986 01 2 002
Pembimbing
Dr. Alit Suryani, SE., M.Kes
NIP. 19590682 1984 03 2 001
DAFTAR ISI
Halaman
HALAMAN JUDUL ...........................................................................
i
HALAMAN PENGESAHAN .............................................................
ii
PERNYATAAN ORISINALITAS ......................................................
iii
KATA PENGANTAR .........................................................................
iv
ABSTRAK ...........................................................................................
vi
DAFTAR ISI ........................................................................................
vii
DAFTAR TABEL ................................................................................
x
DAFTAR GAMBAR ...........................................................................
xi
DAFTAR LAMPIRAN ........................................................................
xii
BAB I
PENDAHULUAN
1.1 Latar Belakang ...........................................................
1
1.2 Rumusan Masalah ........................................................
8
1.3 Tujuan Penelitian .........................................................
9
1.4 Kegunaan Penelitian ....................................................
9
1.5 Sistematika Penulisan ..................................................
10
BAB II KAJIAN PUSTAKA DAN HIPOTESIS PENELITIAN
2.1 Kajian Pustaka ............................................................
12
2.1.1 Kepercayaan Online ..........................................
12
2.1.2 Pengalaman Pembelian Online Sebelumnya .....
13
2.1.3 Brand Orientation .............................................
13
2.1.4 Quality Orientation ..........................................
14
2.1.5 Niat Beli Kembali ..............................................
15
2.2 Hipotesis Penelitian .....................................................
16
2.3 Model Penelitian ..........................................................
20
i
BAB III METODE PENELITIAN
3.1 Desain Penelitian .........................................................
21
3.2 Lokasi Penelitian ..........................................................
22
3.3 Obyek Penelitian ..........................................................
22
3.4 Identifikasi Variabel.....................................................
22
3.5 Definisi Operasional Variabel......................................
23
3.6 Jenis dan Sumber data ..................................................
25
3.7 Populasi dan Sempel ...................................................
26
3.8 Metode Pengumpulan Data ..........................................
28
3.9 Teknik Analisis Data....................................................
29
3.9.1
Analisis Regresi Linier Berganda ...................
29
3.9.2
Pengujian Instrumen Penelitian ......................
30
3.9.3
Uji Asumsi Klasik ..........................................
31
3.9.4
Uji Klayakan Model (Uji F)…………………
33
3.9.5
Koefisien Determinasi (R2)………………….
33
3.9.6
Uji Persial (Uji t)…………………………….
34
BAB IV DATA DAN PEMBAHASAN HASIL PENELITIAN
4.1 Gambaran Umum perusahaan Traveloka.....................
35
4.2 Karakteristik Responden ..............................................
36
4.3 Hasil Pengujian Instrumen Penelitian ..........................
37
4.3.1 Uji Validitas.......................................................
37
4.3.2 Uji Reliabilitas ...................................................
38
4.4 Deskripsi Variabel Penelitian.......................................
38
4.4.1
Kepercayaan Online .........................................
39
4.4.2
Pengalaman Pembelian Online Sebelumnya ...
41
4.4.3
Brand Orientation ............................................
42
4.4.4
Quality orientation ...........................................
43
4.4.5
Niat Beli Kembali……………………………..
44
4.5 Uji Asumsi Klasik ........................................................
45
4.6 Hasil Uji Regresi Linier Berganda ...............................
48
ii
4.7 Pembahasan………......................................................
52
Pengaruh Kepercayaan Online
Terhadap Niat Beli Kembali ............................
52
Pengaruh Pengalaman pembelian Online
Sebelumnya
Terhadap Niat beli Kembali ............................
53
Pengaruh Brand Orientation
Terhadap Niat Beli Kmbali .............................
53
Pengaruh Quality Orientation
Terhadap Niat Beli kembali.............................
54
4.8 Implikasi Hasil Penelitian ............................................
55
4.9 Keterbatasan Penelitian ................................................
55
4.7.1
4.7.2
4.7.3
4.7.4
BAB V SIMPULAN DAN SARAN
5.1 Simpulan .....................................................................
57
5.2 Saran ...........................................................................
58
DAFTAR RUJUKAN ..........................................................................
60
LAMPIRAN-LAMPIRAN ..................................................................
64
DAFTAR TABEL
iii
No Tabel
Halaman
3.1
Penentuan Score………………. ........................................................... 29
4.1
Karakteristik Responden ......................................................................... 36
4.2
Hasil Uji Validitas................................................................................... 37
4.3
Hasil Uji Reliabilitas ............................................................................... 38
4.4
Deskripsi Jawaban Responden Mengenai Kepercayaan Online ............. 40
4.5
Deskripsi Jawaban Responden Mengenai pengalaman pembelian
Online Sebelumnya ................................................................................. 41
4.6
Deskripsi Jawaban Responden Mengenai Brand Orientation ................ 42
4.7
Deskripsi Jawaban Responden Mengenai Quality Orientation .............. 43
4.8
Deskripsi Jawaban Responden Mengenai Niat Beli Kembali……..…… 44
4.9
Hasil Uji Normalitas Persamaan Regresi ................................................ 45
4.10 Hasil Uji Multikoleniaritas Persamaan Regresi ..................................... 46
4.11 Hasil Uji Heteroskedastisitas Persamaan Regresi .................................. 47
4.12 Hasil Uji Regresi Linier Berganda .......................................................... 48
4.13 Hasil Uji Koefisien Determinasi ............................................................ 49
4.14 Hasil Uji Statistiki F ............................................................................... 50
DAFTAR GAMBAR
iv
No
2.1
Gambar
Model Penelitian
Halaman
................................................................................ 20
v
DAFTAR LAMPIRAN
No
Lampiran
Halaman
1
Kuesioner .................................................................................
65
2
Tabulasi Data Kuisioner Penelitian..........................................
69
3
Hasil Uji Validitas....................................................................
73
4
Hasil Uji Reliabititas ................................................................
76
5
Hasil Statistik Deskriptif ..........................................................
79
6
Hasil Uji Normalitas ................................................................
85
7.
Hasil Uji Multikoleniaritas ......................................................
86
8.
Hasil Uji Heteroskedastisitas ...................................................
87
9.
Hasil Uji Analisis Regresi ........................................................
88
10.
Hasil Gambar ...........................................................................
89
vi