Michael Anthony


Strategi pemasaran seperti online promotion kini banyak dilakukan untuk menarik repurchase intention pelanggan pada jasa travel online dengan membentuk consumer perception yang baik. Media online dipilih sebagai media promosi karena mampu menjangkau segmen pasar yang sangat luas dan tidak terbatas dengan waktu dengan biaya yang relatif murah serta dapat membentuk persepsi konsumen sehingga berpengaruh terhadap minat pembeliaan ulang konsumen. Penelitian tentang pengaruh online promotion terhadap repurchase intention  dengan consumer perception sebagai mediasi pada travel online dilakukan terhadap 100 pembeli online traveloka yang dipilih secara non-probability sampling dengan teknik analisis data WarpPLS. Hasil penelitian menunjukan bahwa online promotion berpengaruh positif terhadap repurchase intention secara langsung dan repurchase intention berpengaruh positif secara tidak langsung dengan melalui variabel mediasi consumer perception. Penelitian ini membuktikan bahwa consumer perception dapat menjadi mediasi yang baik antara online promotion dengan repurchase intention.


Online Promotion, Consumer Perception, Repurchase Intention

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