MODEL PERILAKU PEMBELIAN ONLINE MELALUI MARKETPLACE BUKALAPAK DILIHAT DARI PERSPEKTIF PERSEPSI HARGA, KUALITAS PELAYANAN DAN KOMUNIKASI PEMASARAN

ABDULLAH, MUHAMAD AL FARUQ (2018) MODEL PERILAKU PEMBELIAN ONLINE MELALUI MARKETPLACE BUKALAPAK DILIHAT DARI PERSPEKTIF PERSEPSI HARGA, KUALITAS PELAYANAN DAN KOMUNIKASI PEMASARAN. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to discuss the effect of purchasing decisions online in the marketplace. The object of research is a seller who has a good reputation and significant transactions in selling in Bukalapak e-commerce. The independent variables obtained from the preliminary survey results to the buyer are the perception of price, service quality, and marketing communication. This study uses SEM data analysis techniques and data processing using PLS. The population is e-commerce bukalapak customers who shop at Farqi Cellular stores, with a sample of around 162 respondents. The results of testing the data using SmartPLS 3.0 software found that the perception of price has a positive relationship and no significant effect, service quality and marketing communication have a positive relationship and have a significant effect on online purchasing decisions. With the R-square value (R2) = 0.757 shows that the ability of the independent variable (perception of price, service quality, marketing communication) in explaining the dependent variable variance (online purchase decision) is 75.7%. While the remaining 24.3% is explained by other factors outside the model. Keywords: e-commerce, price perception, service quality, marketing communication, online purchasing decisions Penelitian ini bertujuan untuk membahas pengaruh keputusan pembelian secara online di marketplace. Objek penelitian adalah penjual yang mempunyai reputasi baik dan transaksi siginifikan dalam berjualan di e-commerce Bukalapak. Variabel independen yang didapatkan dari hasil survei pendahuluan kepada pembeli adalah persepsi harga, kualitas pelayanan, dan komunikasi pemasaran. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan PLS. Populasinya adalah pelanggan e-commerce bukalapak yang berbelanja di toko Farqi Cellular, dengan sampel sekitar 162 responden. Hasil pengujian data dengan menggunakan software SmartPLS 3.0 didapatkan didapatkan persepsi harga mempunyai hubungan positif dan berpengaruh tidak signifikan, kualitas pelayanan dan komunikasi pemasaran mempunyai hubungan positif dan berpengaruh signifikan terhadap keputusan pembelian online. Dengan nilai Rsquare (R2) = 0.757 menunjukan bahwa kemampuan variabel independen (persepsi harga, kualitas pelayanan, komunikasi pemasaran) dalam menerangkan varians variabel dependen (keputusan pembelian online) sebesar 75,7%. Sedangkan 24.3% sisanya dijelaskan oleh faktor lain di luar model. Kata kunci: e-commerce, persepsi harga, kualitas pelayanan, komunikasi pemasaran, keputusan pembelian online.

Item Type: Thesis (S2)
Call Number CD: CD/551. 18 071
NIM: 55116110224
Uncontrolled Keywords: e-commerce, persepsi harga, kualitas pelayanan, komunikasi pemasaran, keputusan pembelian online.
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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Virda Syifa
Date Deposited: 25 Oct 2018 07:38
Last Modified: 07 Nov 2018 02:27
URI: http://repository.mercubuana.ac.id/id/eprint/45214

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