Pengaruh citra merek, kemudahan penggunaan, dan harga terhadap minat beli online di bukalapak

WAHYUNI, PUTRI (2022) Pengaruh citra merek, kemudahan penggunaan, dan harga terhadap minat beli online di bukalapak. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

Penelitian ini dilakukan dengan tujuan untuk mengetahui bagaimana pengaruh citra merek, kemudahan penggunaan dan harga terhadap minat beli online di Bukalapak. Data yang digunakan adalah data primer dengan jumlah sample 100 responden yang pernah berbelanja di Bukalapak yang didasarkan dengan menggunakan metode Non Probability Sampling, yaitu menggunakan metode penarikan sample purposive sampling. Metode pengumpulan data dengan menggunakan kuesioner yang disebar melalui google form. Data dianalisis menggunakan software statistic SPSS (Statistical Package For Social Science) versi 25, dengan melakukan uji analisis deskriptif, uji kualitas data, uji asumsi klasik, uji kesesuaian model, uji regresi linear berganda dan uji hipotesis untuk menguji semua hubungan antara variabel citra merek, kemudahan penggunaan dan harga terhadap minat beli. Hasil dari penelitian ini menunjukkan bahwa citra merek berpengaruh positif signifikan terhadap minat beli online di Bukalapak, kemudahan penggunaan berpengaruh positif signifikan terhadap minat beli online di Bukalapak dan harga memiliki pengaruh positif signifikan terhadap minat beli online di Bukalapak. Kata Kunci: Citra Merek, Kemudahan Penggunaan, Harga, Minat Beli This research was conducted to know how the influence of brand image, ease of use, and price on online purchase interest at Bukalapak. The data used are primary data with a sample of 100 respondents who have shopped at Bukalapak which is based on the Non Probability Sampling method, which is using the purposive sampling method. Methods of data collection using a questionnaire distributed via a google form. Data were analyzed using statistical software SPSS (Statistical Package For Social Science) version 25, by performing descriptive analysis tests, data quality tests, classical assumption tests, model suitability tests, multiple linear regression tests, and hypothesis testing to test all relationships between brand image variables, ease of use and price on purchase interest. The results of this study indicate that brand image has a significant positive effect on online purchase interest at Bukalapak, ease of use has a significant positive effect on online purchaseinterest at Bukalapak and price has a significant positive effect on online purchase interest at Bukalapak. Keywords: Brand Image, Ease of use, Price, Purchase Interest

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