PENGARUH E-SERVICE QUALITY, PROMOSI, DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Penggunaan Klik Indomaret di Jakarta Barat)

PRATIWI, YULIANA IKA (2019) PENGARUH E-SERVICE QUALITY, PROMOSI, DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Penggunaan Klik Indomaret di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to know the influence of e-service quality, promotion and product diversity on purchasing decisions at klik indomaret. The object for this research is consumer or offline indomaret customers who have made minimum purchase of klik indomaret that located in West Jakarta. This research was done to 40 respondents by using quantitative-descriptive approach. Thus, methods of data collection in this research is a survey method with questionnaire instrument. Method of data analysis which is used to test the quality of the data that include validity, realibility and hypothesis testing in the analysis of the structural equation model (SEM) using software SmartPLS 3.0 The result of this research show that e-service quality and promotion have an influence on purchasing decisions at klik indomaret. While, product diversity doesn’t affect the purchasing decisions at klik indomaret. It has been proven from the result of the validity test, reliability test, and hypothesis test shows significant point of three independent variables that support the hypothesis. Keywords : e-service quality, promotion, product diversity, purchasing decisions, klik indomaret Penelitian ini untuk mengetahui pengaruh e-service quality, promosi dan keragaman produk terhadap keputusan pembelian di Klik Indomaret. Objek penelitian ini adalah konsumen atau pelanggan indomaret offline yang pernah melakukan pembelian minimal sekali di Klik Indomaret yang berlokasi di Jakarta Barat. Penelitian ini dilakukan terhadap 40 responden dengan menggunakan pendekatan deskriptif kuantitatif. Metode pengambilan data pada penelitian ini menggunakan kuesioner penelitian. Metode analisis data yang digunakan uji kualitas data yaitu uji validitas, uji realibilitas, dan uji hipotesis menggunakan analisis model persamaan (SEM) dengan softwareSmartPLS 3.0 Hasil penelitian ini menunjukkan bahwa e-service quality dan promosi berpengaruh terhadap keputusan pembelian di Klik Indomaret. Sedangkan. Keragaman produk tidak berpengaruh terhadap keputusan pembelian di Klik Indomaret. Hal ini dibuktikan dari hasil uji validitas, uji realibilitas dan uji hipotesis juga menunjukan nilai signifikan dari tiga variable bebas yang mendukung hipotesis. Kata kunci : e-service quality, promosi, keragaman produk, keputusan pembelian, klik indomaret

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 386
Call Number: SE/31/19/138
NIM: 43115010008
Uncontrolled Keywords: e-service quality, promosi, keragaman produk, keputusan pembelian, klik indomaret
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 > 005.5 General Purpose Application Programs/Program Aplikasi dengan Kegunaan Khusus
200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.01-658.09 [Management of Enterprises of Specific Sizes, Scopes, Forms; Data Processing]/[Pengelolaan Usaha dengan Ukuran, Lingkup, Bentuk Tertentu; Pengolahan Data]
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.01-658.09 [Management of Enterprises of Specific Sizes, Scopes, Forms; Data Processing]/[Pengelolaan Usaha dengan Ukuran, Lingkup, Bentuk Tertentu; Pengolahan Data] > 658.05 Data Processing Computer Applications/Pengolahan Data Aplikasi Komputer
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 05 Dec 2019 02:20
Last Modified: 06 Jan 2020 07:27
URI: http://repository.mercubuana.ac.id/id/eprint/52525

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