Abstract
This study aims to find out how word of mouth mediates the relationship of advertising and prices with buying interest in Traveloka.com and knows how much influence Traveloka.com advertisements have on the interest in buying Traveloka.com. This research was conducted by distributing questionnaires to 100 respondents. The sample criteria in this study are domiciled in the city of Denpasar, respondents who have at least high school or equivalent education, respondents have never used traveloka.com. The types of data used in this study are qualitative data and quantitative data. The data analysis technique used is descriptive statistical analysis, classic assumption test, inferential statistics, sobel test, and VAF test. Based on the results of the analysis, it was found that advertising had a positive effect on word of mouth, advertising had a positive effect on buying interest, prices had a positive effect on word of mouth, prices had a positive effect on buying interest, word of mouth had a positive effect on buying interest and word of mouth was able to mediate the relationship between advertising and prices for buying interest.
 Keywords: word of mouth, advertising, price, buying interest
Highlights
This study aims to find out how word of mouth mediates the relationship of advertising and prices with buying interest in Traveloka.com and knows how much influence Traveloka.com advertisements have on the interest in buying Traveloka.com
Pengaruh Iklan dan Word of mouth Terhadap Brand Awareness Traveloka
Summary
Salah satu perusahaan e-commerce di Indonesia yang sudah terbilang sukses dan kuat yaitu Traveloka.com dengan situs pemesanan tiket pesawat dan hotel untuk memenuhi kebutuhan masyarakat untuk informasi harga tiket dan fasilitas untuk pembelian secara online dari berbagai macam maskapai dimana konsumen tidak perlu mengecek satu-satu maskapai penerbangan lewat agen perjalanan atau membuka satu-satu situs dari tiap maskapai penerbangan (Sastika 2016:2).Traveloka.com adalah salah satu dari sekian banyaknya ecommerce yang sedang memiliki pertumbuhan yang cukup signifikan. Menurut website Strartupranking.com, terdapat beberapa perusahaan startup yang dinyatakan stratup terbaik untuk kategori e-commerce, dapat dilihat Tabel 2 : Tabel 2
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