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

FADLURROHMAN, NAUFAL (2020) PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN KEPERCAYAAN TERHADAP MINAT BELI FASHION DI TOKO ONLINE SHOP ZALORA. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

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. 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.

Item Type: Thesis (S1-Sarjana)
NIM: 43115010156
Uncontrolled Keywords: Citra Merek, Persepsi Harga, Kepercayaan, Minat Beli, Fashion.
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
600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga
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
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: 26 Jun 2020 08:01
Last Modified: 26 Jun 2020 08:01
URI: http://repository.mercubuana.ac.id/id/eprint/56078

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