PENGARUH CITRA MEREK, KEMUDAHAN PENGGUNAAN DAN KEAMANAN TERHADAP MINAT BELI KONSUMEN PADA TOKO ONLINE (Studi pada Toko Online OLX.co.id )

WICAKSONO, HARIO (2020) PENGARUH CITRA MEREK, KEMUDAHAN PENGGUNAAN DAN KEAMANAN TERHADAP MINAT BELI KONSUMEN PADA TOKO ONLINE (Studi pada Toko Online OLX.co.id ). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

The study aims to analyze the influence of brand image, ease of use and security on consumer purchase intention on OLX.co.id online stores. Population in this research is student at Mercu Buana University in West Jakarta. The sample used is 170 respondents. The sampling method uses convenience sampling. The methods of data collection using survey method, with the research instrument is a questionnaire. The data analysis method using Partial Least Square. This study proves that brand image has a positive and significant effect on purchase intention. Ease of use has a positive and significant effect on purchase intention. Security has a positive and significant effect on purchase intention. Keyword: Brand Image, Ease Of Use, Security, Purchase Intention Penelitian ini bertujuan untuk menganalisa pengaruh citra merek, kemudahan penggunaan dan keamanan terhadap minat beli konsumen pada toko online OLX.co.id. Populasi dalam penelitian ini adalah mahasiswa/mahasiswi Universitas Mercu Buana Jakarta Barat. Sampel yang dipergunakan adalah sebanyak 170 responden. Metode penarikan sampel menggunakan convenience sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa citra merek berpengaruh positif dan signifikan terhadap minat beli. Kemudahan penggunaan berpengaruh positif dan signifikan terhadap minat beli. Keamanan berpengaruh positif dan signifikan terhadap minat beli. Kata kunci : Citra Merek, Kemudahan Penggunaan, Keamanan, Minat Beli

Item Type: Thesis (S1-Sarjana)
NIM: 43115010189
Uncontrolled Keywords: Citra Merek, Kemudahan Penggunaan, Keamanan, 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
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
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 11 Mar 2020 02:18
Last Modified: 11 Mar 2020 02:18
URI: http://repository.mercubuana.ac.id/id/eprint/54543

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