PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN KEPERCAYAAN TERHADAP MINAT BELI FASHION DI TOKO ONLINE SHOP ZALORA

FADLURROHMAN, NAUFAL (2019) PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN KEPERCAYAAN TERHADAP MINAT BELI FASHION DI TOKO ONLINE SHOP ZALORA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, persepsi harga, dan kepercayaan terhadap minat beli fashion ditoko online shop Zalora. Populasi dalam penelitian ini adalah mahasiswa/i Mercu Buana Jakarta barat. Sampel yang digunakan adalah sebanyak 110 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. Penelitian ini membuktikan bahwa semua variabel yaitu citra merek, persepsi harga, dan kepercayaan berpengaruh positif dan signifikan terhadap minat beli fashion di toko online shop Zalora. Kata Kunci : Citra Merek, Persepsi Harga, Kepercayaan, Minat Beli, Fashion. The research aims to indentity the influence of brand image, price perception, and trust in fashion buying interest in Zalora's online shop. The population in this study were students of Mercu Buana, West Jakarta. The sample used was 110 respondents. Respondents of this study were students of Mercu Buana University, West Jakarta, calculated based on the indicator formula multiplied by a scale of 5-10 for minimum and maximal values. The sampling method uses a convenience sampling. Data collection methods using survey, the research instrument is a questionnaire. Analysis of the data used is statistical analysis in the form of SEM-PLS. This study proves that all variables, namely brand image, price perception, and trust have a positive and significant effect on fashion buying interest in Zalora's online shop Keyword: Brand Image, Price Perception ,Trust , Purchase Intention, Fashion.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 19 924
NIM/NIDN Creators:	43115010156
Additional Information:	Citra Merek, Persepsi Harga, Kepercayaan, Minat Beli, Fashion
Subjects:	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 > 155.92 Influence of Social Environment/Pengaruh Lingkungan Sosial 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 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 646 Sewing Materials and Equipment, Clothing, Management of Personal and Family Life/Mesin Jahit dan Perlengkapan Menjahit, Pakaian, Management Pribadi dan Keluarga > 646.3 Clothing/Pakaian, Tata Busana, Mode Busana, Fashion
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	04 Jan 2022 07:21
Last Modified:	18 Apr 2023 07:35
URI:	http://repository.mercubuana.ac.id/id/eprint/53508

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