PENGARUH DAYA TARIK IKLAN, KEPERCAYAAN, DAN KEMUDAHAN TERHADAP KEPUTUSAN PEMBELIAN TOKO ONLINE SHOPEE

CIPTANINGRUM, YOLANDA (2019) PENGARUH DAYA TARIK IKLAN, KEPERCAYAAN, DAN KEMUDAHAN TERHADAP KEPUTUSAN PEMBELIAN TOKO ONLINE SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of attraction, trust and ease towards purchase desicion. This research uses quantitative methods,and a sample of 168 respondents who are Shopee Customers in the Pondok Aren Tangerang Selatan area using purposive sampling method and The data obtained were analyzed by using PLS analysis technique (Partial Least Square) through the PLS software. The results of this study showed attraction of advertising has a significant positive effect on the purchase desicion. Trust have a significant positive effect on the purchase desicion and ease has a significant positive effect on the purchase desicion. Keywords : Fascination Advertising, Trust, Ease Of Use, Buying Decisions. Penelitian ini bertujuan untuk mengetahui pengaruh daya tarik iklan, kepercayaan dan kemudahan terhadap keputusan pembelian toko online shopee. Penelitian ini menggunakan metode kuantitatif dan samplenya berjumlah 168 yang telah menggunakan shopee di area Pondok Aren Tangerang Selatan menggunakan metode purposive sampling dan data yang diperoleh dianalisis dengan menggunakan teknik analisis PLS (Partial Least Square) melalui software Smart PLS. Hasil penelitian ini menunjukkan bahwa daya tarik iklan berpengaruh positif siginifikan terhadap keputusan pembelian. Kepercayaan berpengaruh positif siginifikan terhadap keputusan pembelian dan kemudahan berpengaruh positif siginifikan terhadap keputusan pembelian. Keyword : Daya Tarik Iklan, Kepercayaan, Kemudahan, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 466
Call Number: SE/31/19/039
NIM: 43115010125
Uncontrolled Keywords: Daya Tarik Iklan, Kepercayaan, Kemudahan, Keputusan Pembelian
Subjects: 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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 09 Dec 2019 03:48
Last Modified: 07 Jan 2020 02:58
URI: http://repository.mercubuana.ac.id/id/eprint/52662

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