PENGARUH PROMOTION, PRODUCT EXPERTISE, DAN SEARCH ATTRIBUT INFORMATION TERHADAP NEED FOR TOUCH SERTA IMPLIKASINYA TERHADAP KEPUTUSAN PEMBELIAN – PERITEL FASHION ONLINE (Studi Kasus Konsumen Vanilla Hijab)

AUDIYA, PRISKA (2019) PENGARUH PROMOTION, PRODUCT EXPERTISE, DAN SEARCH ATTRIBUT INFORMATION TERHADAP NEED FOR TOUCH SERTA IMPLIKASINYA TERHADAP KEPUTUSAN PEMBELIAN – PERITEL FASHION ONLINE (Studi Kasus Konsumen Vanilla Hijab). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this research is to know the influence of promotions, product expertise, and search attribute information against the need for touch as well as the implications of the purchase. The object of this research is the buyer of the online fashion retailer hijab i.e. Vanilla hijab that is on instagram. This research was conducted towards the 125 respondents using the google form. Therefore, analysis of the data on use is statistics analysis in the form of a Structural Equation Modelling (SEM) LISREL program that is most informative in presenting the results of the statistics. The results of this study indicate that promotion, product expertise and search attribute information may have no effect against the need for touch and also purchasing decisions. This is evidenced from the partial test results (test t) shows the values of three variables was not significant. While the need for intervening variable touch influential significantly to purchasing decisions. This is evidenced from the partial test results (test t) also shows the result of significant value from the variable they will be. Therefore the test results of this study stated that only the variable need for touch the effect on purchasing decisions. Keywords: promotion, product expertise, search attribute information, need for touch, purchase decision, online retailers Tujuan dilakukannya penelitian ini adalah untuk mengetahui pengaruh promosi, product expertise, dan search attribute information terhadap need for touch serta implikasi terhadap keputusan pembelian. Objek penelitian ini adalah pembeli dari peritel fashion online hijab yaitu Vanilla hijab yang ada di instagram. Penelitian ini dilakukan terhadap 125 responden dengan menggunakan google form. Karena itu, analisis data yang di gunakan adalah analisis statistic dalam bentuk Structual Equation Modelling (SEM) LISREL merupakan program yang paling informatif dalam menyajikan hasil-hasil statistik. Hasil penelitian ini menunjukkan bahwa promosi, product expertise dan search attribute information tidak berpengaruh siginifikan terhadap need for touch dan juga keputusan pembelian. Hal ini dibuktikan dari hasil uji parsial (uji t) menunjukkan nilai yang tidak signifikan dari tiga variabel bebas. Sedangkan variabel intervening need for touch berpengaruh signifikan terhadap keputusan pembelian. Hal ini dibuktikan dari hasil uji parsial (uji t) juga menunjukkan hasil nilai yang signifikan dari variabel tsb. Oleh karena itu hasil uji dari penelitian ini menyatakan bahwa hanya variabel need for touch yang berpengaruh terhadap keputusan pembelian. Kata kunci: promosi, product expertise, search attribute information, need for touch, keputusan pembelian, peritel online

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 010
NIM: 43113120161
Uncontrolled Keywords: promosi, product expertise, search attribute information, need for touch, keputusan pembelian, peritel 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 > 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 > 005.435 Memory Management Programs/Program Manajemen Memori
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 22 Jan 2019 02:20
Last Modified: 06 Feb 2019 02:33
URI: http://repository.mercubuana.ac.id/id/eprint/46787

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