PENGARUH PERSEDIAAN PRODUK, IKLAN, DAN PERSEPSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA MAHASISWA UNIVERSITAS MERCU BUANA JAKARTA BARAT

ANGGRAENI, NOVITA (2020) PENGARUH PERSEDIAAN PRODUK, IKLAN, DAN PERSEPSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA MAHASISWA UNIVERSITAS MERCU BUANA JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh persediaan produk, iklan, dan persepsi konsumen terhadap keputusan pembelian online pada Mahasiswa Universitas Mercu Buanan Jakarta barat. Peneliti ini dilakukan karena dalam pembelian sebuah produk tidak harus datang ketoko melainkan pembelian online. Peneliti merasa perlu melakukan penelitian untuk mengetahui faktor-faktor apa saja yang mempengaruhi hal tersebut. Objek penelitian ini dilakukan terhadap mahasiswa Universitas Mercu Buana Jakarta barat dengan mengambil 135 sampel menggunakan analisis yang digunakan adalah analisis Partial Least Square (PLS). Hasil penelitian menunjukan bahwa variabel persediaan produk berpengaruh positif dan signifikan terhadap keputusan pembelian online. Variabel Iklan berpengaruh positif dan signifikan terhadap keputusan pembelian online. Dan variabel persepsi konsumen berpengaruh positif tapi signifikan terhadap keputusan pembelian online. Kata kunci : Persediaan Produk, Iklan, dan Persepsi Konsumen This study aims to analyze the effect of product inventory, advertisements, and consumer perceptions of online purchasing decisions at Mercu Buanan University students in West Jakarta. This research was carried out because in the purchase of a product does not have to come to the store but online purchases. Researchers feel the need to conduct research to find out what factors influence it. The object of this study was conducted on students of Mercu Buana University, West Jakarta by taking 135 samples using the analysis used was Partial Least Square (PLS) analysis. The results showed that the product inventory variable had a positive and significant effect on online purchasing decisions. Advertising variables have a positive and significant effect on online purchasing decisions. And consumer perception variables have a positive but significant effect on online purchasing decisions. Keywords: Product Inventory, Advertising, and Consumer Perception.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 030
NIM/NIDN Creators: 43114120018
Additional Information: Product Inventory, Advertising, and Consumer Perception
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
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.93 Influence of Specific Situations/Pengaruh Situasi Tertentu
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Depositing User: Dede Muksin Lubis
Date Deposited: 03 Jan 2022 03:11
Last Modified: 24 Feb 2022 07:37
URI: http://repository.mercubuana.ac.id/id/eprint/53407

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