PENGARUH DESAIN WEBSITE DAN CITRA MEREK TERHADAP MINAT BELI KONSUMEN PADA SITUS BELANJA ONLINE OLX.CO.ID

YUNITA, YUNITA (2017) PENGARUH DESAIN WEBSITE DAN CITRA MEREK TERHADAP MINAT BELI KONSUMEN PADA SITUS BELANJA ONLINE OLX.CO.ID. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh desain website dan citra merek terhadap minat beli konsumen pada situs belanja online OLX.co.id. Penelitian ini berdasarkan atas peningkatan pertumbuhan para pelaku e-commerce, salah satunya OLX.co.id. Dihadapkan dengan persaingan ketat, website dan citra merek perusahaan menjadi faktor penting untuk meningkatkan minat beli konsumen. Penelitian ini menggunakan dua variabel bebas yaitu desain website dan citra merek (X) dan satu variabel terikat yaitu minat beli konsumen (Y). Teknik pengambilan sampel menggunakan metode purposive sampling dengan jumlah sampel sebanyak 120 responden. Data yang didapatkan diolah dengan menggunakan teknik analisis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa variabel desain website berpengaruh positif signifikan terhadap minat beli dengan nilai probabilitas signifikan sebesar 5,942 dan citra merek berpengaruh positif signifikan terhadap minat beli dengan nilai probabilitas signifikan sebesar 5,059 pada situs belanja online OLX.co.id.This study aims to determine how much influence the design of the website and brand image on consumer buying interest on online shopping sites OLX.co.id. The research was based on an increase in the growth of e-commerce players, one of which OLX.co.id. Faced with fierce competition, website and corporate brand image are important factor to increase consumer buying interest. This study used two independent variables that website design and brand image (X) and the dependent variable is the consumer buying interest (Y). The sampling technique used purposive sampling method was done to 120 respondents. The data obtained were processed using analytical techniques Partial Least Square (PLS). The results of this study indicate that the variables of website design has positif significant effect on buying interest with significant of 5,942 and satisfaction has positif significant effect on the brand image positive with a significant probability of 5,059 on online shopping sites OLX.co.id.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 17 209
NIM/NIDN Creators: 43113010295
Uncontrolled Keywords: Desain Website, Citra Merek, Minat Beli
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
700 Arts/Seni, Seni Rupa, Kesenian > 720 Architecture/Arsitektur > 726 Buildings for Religious Architecture/Arsitektur Bangunan Keagamaan > 726.5 Church Architecture/Arsitektur Gereja > 726.51 Design, Decoration, Construction of Structural Elements/Desain, Dekorasi, Struktur
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Admin Perpus UMB
Date Deposited: 17 Mar 2017 11:20
Last Modified: 23 Feb 2024 03:55
URI: http://repository.mercubuana.ac.id/id/eprint/33430

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