ZULFIKAR, FIKRI (2020) PENGARUH PEER GROUP, PERSEPSI HARGA DAN KEMUDAHAN AKSES TERHADAP MINAT BELI TIKET ONLINE PADA APLIKASI M-TIX. S1 thesis, Universitas Mercu Buana.
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Abstract
This study aims to examine and analyze peer groups, price perceptions, and easy access to purchasing interests. The research method used in this research is descriptive method. The object of this study is consumers who buy cinema tickets online in the Jakarta area as many as 200 respondents. The approach used in this research is Structural Equation Model (SEM) with Lisrel analysis tools. The sampling technique used in this study is the hair technique. The results of the study showed that peer groups had no influence on purchasing interest. Price perception has no effect on purchase interest. Ease of access has a positive and significant effect on buying interest. Keywords: Peer group, Price perception, Ease of access, Purchase interest. Penelitian ini bertujuan untuk menguji dan menganalisis kelompok sebaya, persepsi harga, dan kemudahan akses terhadap minat pembelian. Metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif. Objek penelitian ini adalah konsumen yang membeli tiket bioskop secara online di area Jakarta sebanyak 200 responden. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Lisrel. Teknik sampling yang digunakan dalam penelitian ini adalah teknik hair Hasil penelitian menunjukan kelompok sebaya tidak berpengaruh terhadap minat pembelian. Persepsi harga tidak berpengaruh terhadap minat pembelian. Kemudahan akses berpengaruh positif dan signifikan terhadap minat pembelian. Kata kunci : Kelompok sebaya, Persepsi harga, Kemudahan akses, Minat beli.
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