PENGARUH KEMUDAHAN, PROMOSI, CITRA MEREK DAN KUALITAS WEB TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE

IMANULLAH, BAGAS (2022) PENGARUH KEMUDAHAN, PROMOSI, CITRA MEREK DAN KUALITAS WEB TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study is to examine the effect of convenience, promotion, brand image and web quality on Shopee purchasing decisions. The subjects of this research are people who know or have shopped using the Shopee application. The sample used in this study amounted to 105 respondents. The sampling technique was carried out by purposive sampling method. By using a quantitative descriptive approach. The data analysis used is statistical analysis in the form of SEM-PLS. The results of this study indicate that Ease has a positive and significant effect on purchasing decisions, Promotion has a positive and significant effect on purchasing decisions, Brand Image has a positive and insignificant effect on purchasing decisions, and Web Quality has a positive and significant effect on purchasing decisions. Keywords: Ease, Promotion, Brand Image, and Web Quality, Purchase Decision, Shopee Tujuan dari penelitian ini adalah untuk menguji Pengaruh Kemudahan, Promosi, Citra Merek dan Kualitas Web Terhadap Keputusan Pembelian di Shopee. Subjek penelitian ini yaitu masyarakat yang mengetahui atau yang pernah berbelanja menggunakan aplikasi Shopee. Sampel yang digunakan dalam penelitian ini berjumlah 105 responden. Teknik pengambilan sampel dilakukan dengan metode purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Kemudahan pengaruh positif dan signifikan terhadap keputusan pembelian, Promosi pengaruh positif dan signifikan terhadap keputusan pembelian, Citra Merek pengaruh positif dan tidak signifikan terhadap keputusan pembelian, dan Kualitas Web pengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci : Kemudahan, Promosi, Citra Merek, dan Kualitas Web, Keputusan Pembelian, Shopee

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 226
NIM/NIDN Creators: 43116010119
Uncontrolled Keywords: Kemudahan, Promosi, Citra Merek, dan Kualitas Web, Keputusan Pembelian, Shopee
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 19 Nov 2022 02:16
Last Modified: 19 Nov 2022 02:16
URI: http://repository.mercubuana.ac.id/id/eprint/71732

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