SUBAGIO, JASUN ANISSA DWI (2018) PENGARUH HARGA, IKLAN DAN KEPERCAYAAN TERHADAP MINAT BELI ONLINE TOKOPEDIA ( Studi Kasus Wilayah Kelurahan Ketapang Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to analyze the effect of pricing, advertising, and trust of interest buy online Tokopedia. The population in this research is the community ever wear online shopping tokopedia by using the method of non-probability sampling and the sampling technique using a purposive sampling technique so that the sample amounted to 100 respondents and measurement of the variable using the likert scale. The results of this research show based on T count < (smaller) from T the table i.e., registration-3255 < 1.988, then follows price has no effect significantly to buy interest, whereas T calculate > (larger) from the T table of 9.158 > 1.988, that advertising can be summed up the positive and significant effect against the interest in buying, and based on T calculate > (larger) from the T table of 4.776 > 1.988, then it can be inferred that the trust of influential positively and significantly to interest buy online Tokopedia. Keywords: Advertising, Price, Trust, Interest In Buying, Tokopedia. Penelitian ini bertujuan untuk menganalisis pengaruh harga, iklan, dan kepercayaan terhadap minat beli online Tokopedia. Populasi dalam penelitian ini adalah masyarakat yang pernah memakai belanja online tokopedia dengan menggunakan metode non-probability sampling dan teknik pengambilan sampel menggunakan teknik purposive sampling sehingga sampel berjumlah 100 responden dan pengukuran variable menggunakan skala likert. Hasil penelitian ini menunjukkan berdasarkan T hitung < (lebih kecil) dari T tabel yaitu sebesar - ,3255 < 1,988, maka dapat disimpulkan harga tidak berpengaruh secara signifikan terhadap minat beli, sedangkan T hitung > (lebih besar) dari T tabel yaitu sebesar 9,158 > 1,988, bahwa dapat disimpulkan iklan berpengaruh positif dan signifikan terhadap minat beli, dan berdasarkan T hitung > (lebih besar) dari T tabel yaitu sebesar 4,776 > 1,988, maka dapat disimpulkan bahwa kepercayaan berpengaruh positif dan signifikan terhadap minat beli online Tokopedia. Kata Kunci : Harga, Iklan, Kepercayaan, Minat Beli, Tokopedia.
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