| dc.contributor.author | EUGINIA, CARISSA | |
| dc.date.accessioned | 2022-03-31T07:36:58Z | |
| dc.date.available | 2022-03-31T07:36:58Z | |
| dc.date.issued | 2018 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/4770 | |
| dc.description | The competiton between travel businesses in Indonesia, particularly in Surabaya,
has become increasingly fierce. Based on the BPS data, there are 335 travel
agents in Surabaya which offer travel arrangement services. Wita Tour's
management expects the company's sales turnover to remain stable, increasing by
10% each year and winning the competition. As such, consumer purchase
decision becomes very important for the company. The purpose of this research is
to determine the influence of brand, price, and promotion towards the purchase
decision. Questionnaire is used as data collection method, while Multiple Linear
Regression is used as analysis technique. The research population consists of 300
people, from which 75 people are selected as samples. Research results indicate
that brand, price, and promotion positively and significantly affect the consumers’
decision to buy tour packages in Wita Tour. | en_US |
| dc.description.abstract | Persaingan bisnis perusahaan travel di Indonesia terutama di Surabaya semakin
sengit. Berdasarkan data BPS, Kota Surabaya telah memiliki 335 perusahaan
travel yang bertugas untuk membuat atau menyusun paket wisata destinasi
liburan. Pihak manajemen perusahaan memiliki harapan agar omzet penjualan
paket wisata Wita Tour tetap stabil meningkat 10% tiap tahunnya dan
memenangkan persaingan dengan perusahaan lain. Oleh karena itu, keputusan
pembelian konsumen menjadi penting bagi perusahaan Wita Tour karena semakin
banyak konsumen yang membeli, maka perusahaan dapat memenangkan
persaingan. Tujuan dari penelitian ini agar mengetahui pengaruh dari variabel
brand, harga, dan promosi. Metode pengumpulan data menggunakan kuesioner
dan teknik analisis data menggunakan analisis regresi linear berganda dengan
populasi sebanyak 300 orang dan sampel sebanyak 75 orang. Hasil dari penelitian
ini menunjukkan bahwa variabel brand, harga, dan promosi berpengaruh positif
dan signifikan terhadap keputusan konsumen membeli paket wisata di Wita Tour
Surabaya. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | Brand | en_US |
| dc.subject | Harga | en_US |
| dc.subject | Keputusan Pembelian | en_US |
| dc.subject | Promosi | en_US |
| dc.title | PENGARUH BRAND, HARGA & PROMOSI TERHADAP KEPUTUSAN KONSUMEN MEMBELI PAKET WISATA DI WITA TOUR SURABAYA | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 0724066703 | |
| dc.identifier.kodeprodi | 61201 | |
| dc.identifier.nim | 10115002 | |
| dc.identifier.dosenpembimbing | DENNY BERNARDUS KURNIA W | |
