PENGARUH DAYA TARIK IKLAN,HARGA DAN KELOMPOK REFERENSI TERHADAP MINAT BELI TOKO ONLINE JD.ID

RAMADHANI, RIZKY (2020) PENGARUH DAYA TARIK IKLAN,HARGA DAN KELOMPOK REFERENSI TERHADAP MINAT BELI TOKO ONLINE JD.ID. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh daya tarik iklan, harga, dan kelompok referensi terhadap minat beli toko online JD.ID. Populasi dalam penelitian ini adalah mahasiswa/i Mercu Buana Jakarta barat. Sampel yang digunakan adalah sebanyak 133 responden, Responden penelitian ini adalah mahasiswa/i Universitas Mercu Buana Jakarta Barat, dihitung berdasarkan rumus indikator dikali kan skala 5-10 untuk nilai minimal dan maksmal. Metode penarikan sampel menggunakan convenience sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Analisis data yang di gunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukan bahwa secara uji t daya tarik iklan tidak berpengaruh signifikan terhadap minat beli pada mahasiswa mercu buana Jakarta barat.Lalu, harga dan kelompok referensi berpengaruh signifikan terhadap minat beli pada mahasiswa mercu buana Jakarta barat Kata Kunci : Daya Tarik Iklan, Harga,Kelompok Referensi, Minat Beli The purpose of this research is to analyze the influence of advertising appeal, price, and reference groups against the interest of purchasing JD.ID online stores. The populations in this research are the students of Mercu Buana University West Jakarta. The samples used were 133 respondents; the respondents were students of Mercu Buana University West Jakarta, calculated based on the indicator formula multiplied by a scale of 5-10 for the minimum and maximum value. The Sample withdrawal methods use convenience sampling. The method of collecting data using survey method, with research instrument is questionnaire. The analysis of the data used is a statistical analysis in the form of SEM-PLS. The results of this study showed that in test the appeal of advertising has no significant effect on the buying interest of students Mercu Buana University in West Jakarta. Then, the price and the reference group have significant effect on the buying interest in the students of Mercu Buana University West Jakarta Keywords: Advertising appeal, Price, Reference group, Buy interest

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 20 255
NIM/NIDN Creators:	43115010010
Additional Information:	Daya Tarik Iklan, Harga,Kelompok Referensi, Minat Beli
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 > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.4 Journalism/Jurnalisme, Jurnalistik, Pers > 070.48 Journalism Directed to Special Groups/Jurnalistik Disutradarai oleh Kelompok Khusus > 070.486 Occupational and Employee Groups/Kelompok Kerja dan Karyawan 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.93 Influence of Specific Situations/Pengaruh Situasi Tertentu 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:	04 Jan 2022 02:48
Last Modified:	25 Mar 2022 06:58
URI:	http://repository.mercubuana.ac.id/id/eprint/53454

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