AKBAR, BENDI ALI (2018) PENGARUH MEDIA SOSIAL INSTAGRAM, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP NIAT BELI ONLINE (Studi Kasus pada Make Up Go Mobile, Tangerang). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the positive and significant influence of social media instagram on the intention of purchasing online partially, the effect of Quality of Products / Services on the intention of buying online partially, the price perception positively and significantly influence the intention to buy online partially, and the influence of social media instagram, price & quality of product / service to intention to buy online simultaneously. The population of this study is the Customer who became follower MGM Instagram. With the classification of Customer who became follower MGM Instagram at least 1 year. While the number of samples from the population number 1.101 People with a 5 percent MOE at a 5 percent confidence level based on the slovin formula is 289 samples. Quantitative analysis method using multiple linear regression analysis, followed by determination analysis (R Square), partial hypothesis testing (t test) and simultaneous (F test) with alpha (α) 5 percent (0,05). Prior to further analysis, data quality and classical assumption test are done. Analytical tool using SPSS version 23.0 for windows. The results showed that social media instagram have positive and significant effect on Partial online purchasing intention, Product / Service Quality to Partial Buying Online partially, price positively and significantly influences partial online purchasing intention, and instagram social media influence, price & product / service quality against intention to buy online simultaneously. Keyword: Social media, Price perception, Quality of products / Services, purchase intention online Penelitian ini bertujuan untuk menganalisis pengaruh positif dan signifikan instagram media sosial terhadap niat pembelian secara online secara parsial, pengaruh Kualitas Produk / Jasa terhadap niat membeli secara online secara parsial, persepsi harga berpengaruh positif dan signifikan terhadap niat membeli secara online sebagian , dan pengaruh instagram media sosial, harga & kualitas produk / layanan terhadap niat membeli secara online. Populasi penelitian ini adalah Pelanggan yang menjadi pengikut MGM Instagram. Dengan klasifikasi Pelanggan yang menjadi pengikut MGM Instagram setidaknya 1 tahun. Sedangkan jumlah sampel dari jumlah populasi 1.101 Orang dengan MOE 5 persen pada tingkat kepercayaan 5 persen berdasarkan rumus slovin adalah 289 sampel. Metode analisis kuantitatif menggunakan analisis regresi linier berganda, diikuti dengan analisis determinasi (R Square), pengujian hipotesis parsial (uji t) dan simultan (uji F) dengan alpha (α) 5 persen (0,05). Sebelum analisis lebih lanjut, kualitas data dan uji asumsi klasik dilakukan. Alat analisis menggunakan SPSS versi 23.0 for windows. Hasil penelitian menunjukkan bahwa instagram media sosial berpengaruh positif dan signifikan terhadap niat pembelian online parsial, Kualitas Produk / Layanan terhadap Pembelian Sebagian Online secara parsial, harga berpengaruh positif dan signifikan terhadap minat pembelian online parsial, dan pengaruh media sosial instagram, harga & kualitas produk / layanan. terhadap niat untuk membeli online secara bersamaan. Kata kunci: Media sosial, Persepsi harga, Kualitas produk / Layanan, niat pembelian online
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