PENGARUH KEPERCAYAAN, PROMOSI DAN PERSEPSI HARGA TERHADAP MINAT BELI MASYARAKAT JAKARTA PADA MASA PANDEMI (Studi pada E-Commerce Shopee)

Musrizal, Musrizal (2021) PENGARUH KEPERCAYAAN, PROMOSI DAN PERSEPSI HARGA TERHADAP MINAT BELI MASYARAKAT JAKARTA PADA MASA PANDEMI (Studi pada E-Commerce Shopee). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kepercayaan, promosi dan persepsi harga terhadap minat beli masyarakat Jakarta pada masa pandemi (pada studi kasus E-commerce Shopee). Besaran tingkat pertumbuhan pengguna internet yang pesat petensi bagi ekonomi digital nasional. Pelaku usaha dibidang E-commerce dengan melonjaknya angka pengguna media social di Indonesia dimasa pandemi Covid 19. Populasi dalam penelitian ini adalah masyarakat wilayah DKI Jakarta sebagai konsumen maupun calon konsumen dari E-commerce Shopee, dengan jumlah sampel sebanyak 190 responden berdasarkan pedoman yang dikemukan oleh Hair et al. (2016). Desain untuk penelitian ini menggunakan pendekatan kuantitatif dengan sumber data yang digunakan dalam penelitian ini adalah data primer. Metode analisis data menggunakan Structural Equation Model- Partial Least Square (SEM-PLS). Hasil penelitian menemukan bahwa kepercayaan berpengaruh positif dan signifikan terhadap minat beli. promosi berpengaruh positif dan signifikan terhadap minat beli. persepsi harga berpengaruh positif dan signifikan terhadap minat beli. Saran untuk E- comerce Shopee untuk memperhatikan faktor kepercayaan, promosi dan persepsi harga untuk meningkatkan minat beli. Kata Kunci: Kepercayaan, Promosi, Persepsi Harga, Minat beli This research aims to analyze the influence of trust, promotion and price perception on people's buying interests during the pandemic (Case study on Shopee E-Commerce). The size of the rapid growth rate of internet users has the potential for the national digital economy. Business actors in the field of E-commerce with the soaring number of social media users in Indonesia during the Covid-19 pandemic. The population in this study is the people of DKI Jakarta area as consumers and prospective consumers of Shopee e-commerce, with a sample number of 190 respondents based on guidelines developed by Hair et al. (2016).The design for this study uses a quantitative approach with the data source used in this study is primary data. The data analysis method uses the Structural Equation Model- Partial Least Square (SEM-PLS). The results of the study found that trust has a positive and significant effect on buying interest. Promotion has a positive and significant effect on buying interest. price perception has a positive and significant effect on buying interest. Suggestions for E-commerce Shopee to pay attention to the factors of trust, promotion and price perception to increase buying interest. Keywords: Keywords: Trust, Promotion, Price Perception, Buying Interests

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