PENGARUH BRAND AMBASADOR, DESAIN WEBSITE, DAN PERSEPSI HARGA TERHADAP MINAT BELI PADA APLIKASI TRAVELOKA

Yani Maryani; Dadang Suhardi; Wely Hadi Gunawan

Authors

Yani Maryani Universitas Kuningan
Dadang Suhardi Universitas Kuningan
Wely Hadi Gunawan Universitas Kuningan

Keywords:

Brand Ambassador, Website Design, and Price Perception, Purchese Intention.

Abstract

This research aims to determine the influence of brand ambassadors, website design and price perceptions on purchasing interest. The sample in this research was the community in Kuningan Regency. The research method used by the author in this research is a survey method using a questionnaire via Google Form. The total number of samples in this study was 100 respondents. The data collection technique that the author used in this research was a questionnaire and the measurements used an interval scale. The data obtained was processed using the multiple linear regression analysis method with the help of the SPSS Statistics application. Proving the hypothesis is carried out using descriptive verification analysis techniques. The research results show that: (H1) the brand ambassador variable has a significant positive effect on buying interest, (H2) the website design variable has a significant positive effect on buying interest, (H3) the price perception variable has a significant positive effect on buying interest, (H4) the brand ambassador variable , website design, and price perception simultaneously influence purchasing interest

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