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All Journal Binus Business Review Asia-Pacific Management and Business Application Competitive Jurnal Studi Inovasi Competitive
Darfial Guslan
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Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Transportation

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Journal : Binus Business Review

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The Distribution Channel Preferences in Purchase Decision-Making of Backpacker Hostel Customers Aditia Sovia Pramudita; Muhammad Ardhya Bisma; Darfial Guslan
Binus Business Review Vol. 11 No. 2 (2020): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v11i2.6241

Abstract

The research aimed to find the correlation between distribution channels to each purchase decision-making process in hostel buying. This research was quantitative research using questionnaires to gather the data from 349 respondents. Linear regression analysis was used to analyze the data to find the correlation between each variable. The result shows that Online Travel Agent (OTA) has a significant and positive relationship to every purchase decision-making process. Then, go-show has only a significant and positive correlation in the purchase decision step. Meanwhile, the company’s website has a significant and positive relationship to purchase decision and postpurchase behavior steps. Last, the travel agent has no positive correlation to any of the customer decision-making process. Based on those facts, OTA remains the first choice of customers in terms of hostel buying.
Co-Authors Afuan Zahradika Dani Leonidas Sumarna Dodi Permadi Erna Erna Muhammad Ardhya Bisma Muhammad Lutfi Siregar Pramudita, Aditia Sovia Selvi Marcellia Yahya Amri Nasrullah