UMRAH TRAVEL BUSINESS MODEL ANALYSIS LEAD TO PURCHASE INTENTION IN UMRAH E-COMMERCE

• Main Author: Wadiandini / 29116086, Dani
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26374
• Institution: Institut Teknologi Bandung

Recently there are umrah travel phenomenon in Indonesia, involving more than one hundred <br /> <br /> <br /> victims around the country. On one side, umrah is important worship in Islam, but in the other <br /> <br /> <br /> side the fraud phenomenon create insecurity feeling among Muslim. Digital industry offered <br /> <br /> <br /> umrah travel e-commerce as an alternative of solution. Beside of be a third part of umrah <br /> <br /> <br /> purchasing, umrah e-commerce could be an effective place to accessed information about <br /> <br /> <br /> umrah package around Indonesia. <br /> <br /> <br /> This study has two (2) main purposes. First, to proposed requirements of healthy umrah travel <br /> <br /> <br /> and implementation recommendation for authorized institution, in this case is Religious <br /> <br /> <br /> Ministry. The second is to identify variables that give positive effect Purchase Intention umrah <br /> <br /> <br /> travel through umrah e-commerce and proposed recommendation strategies to gain Purchase <br /> <br /> <br /> Intention of customers. The first aim used qualitative research to gain information and <br /> <br /> <br /> analyzed the root cause by fishbone method. The second aim used quantitative research and <br /> <br /> <br /> use SmartPLS2 as tools to identify the result. <br /> <br /> <br /> This study has two (2) main results. The first result is requirements recommendation of healthy <br /> <br /> <br /> umrah travel that consists of three (3) indicators. The first indicator is Business Model <br /> <br /> <br /> Indicator that refers to the compatibility of how the company gain the revenue and manage <br /> <br /> <br /> the financial including payment to vendors. Second indicator is Operational Indicator that <br /> <br /> <br /> refers to how the company run the operational activities to keep qualified and consistency of <br /> <br /> <br /> services appropriate with regulation of Religious Ministry. The third indicator is Business <br /> <br /> <br /> Relationship Indicator, which refers to how the company manage the relationship with <br /> <br /> <br /> customer, vendors, and related institution such as Religious Ministry and umrah travel <br /> <br /> <br /> associations. This last indicator is to protect all of parties that involve in this business including <br /> <br /> <br /> the umrah travel itself. <br /> <br /> <br /> The second main result of this study is recommendation strategies for umrah e-commerce in <br /> <br /> <br /> Indonesia to gain customer Purchase Intention. According to this study, there are five (5) <br /> <br /> <br /> variables that give positive effect to umrah e-commerce. The first variable is Perceived of <br /> <br /> <br /> Convenience, which highlighted recommendation strategy is proposed the umrah e-commerce <br /> <br /> <br /> to build mobile application to increasing flexibility and reduce effort of the customers to <br /> <br /> <br /> purchase. The second variable is Online Trust, which highlighted recommendation strategy <br /> <br /> <br /> is proposed the umrah e-commerce to make affiliation and partnership with government <br /> <br /> <br /> institution such as Religious Ministry to increase the trustworthiness. The third variable is <br /> <br /> <br /> Payment System, which highlighted recommendation strategy is proposed the umrah <br /> <br /> <br /> e-commerce to simplify the process of payment by cut the several unnecessary steps. <br /> <br /> <br /> ii <br /> <br /> <br /> The forth variable is Brand Equity, which highlighted recommendation strategy is proposed <br /> <br /> <br /> the umrah e-commerce to exposure its brand by advertising in effective media to increase <br /> <br /> <br /> awareness of the customers. The fifth variable is Website Quality, which highlighted <br /> <br /> <br /> recommendation strategy is proposed landing page website layout.