PENGARUH SALES PROMOTION DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN TIKET BIOSKOP MELALUI APLIKASI TIX ID (Studi pada Pengguna Aplikasi TIX ID di Surabaya)

Authors

  • Wiwik Cahyani Universitas Negeri Surabaya
  • Raya Sulistyowati Universitas Negeri Surabaya

DOI:

https://doi.org/10.26740/jptn.v9n1.p1055-1061

Keywords:

Sales promotion, electronic word of mouth, keputusan pembelian, aplikasi TIX ID

Abstract

Penelitian ini bertujuan untuk mengidentifikasi pengaruh sales promotion dan electronic word of mouth terhadap keputusan pembelian tiket bioskop melalui aplikasi TIX ID. Jenis penelitian ini adalah deskriptif kuantitatif menggunakan teknik purposive sampling dengan mengambil 210 sampel. Populasi dalam penelitian adalah pengguna aplikasi TIX ID di Surabaya. Teknik analisis data menggunakan analisis regresi linear berganda. Hasil dari penelitian ini menunjukkan bahwa sales promotion dan electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian secara parsial dan simultan. Sedangkan, koefisien determinasi menunjukkan nilai sebesar 45% dari kedua variabel tersebut sedangkan sisanya sebesar 55% dipengaruhi oleh variabel lain.
Kata Kunci: sales promotion, electronic word of mouth, keputusan pembelian, aplikasi TIX ID

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Published

2021-06-12

How to Cite

Cahyani, W., & Sulistyowati, R. (2021). PENGARUH SALES PROMOTION DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN TIKET BIOSKOP MELALUI APLIKASI TIX ID (Studi pada Pengguna Aplikasi TIX ID di Surabaya). Jurnal Pendidikan Tata Niaga (JPTN), 9(1), 1055–1061. https://doi.org/10.26740/jptn.v9n1.p1055-1061

Issue

Vol. 9 No. 1 (2021)

Section

Article

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