Pengaruh Online Promotion dan Personal Selling dengan Percieved Value sebagai Variabel Intervening Terhadap Keputusan Pembelian Apartemen Cisauk Point di Masa Pandemi

AYU, ADINDA PUTRI ASTUTI (2022) Pengaruh Online Promotion dan Personal Selling dengan Percieved Value sebagai Variabel Intervening Terhadap Keputusan Pembelian Apartemen Cisauk Point di Masa Pandemi. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Pandemi Covid 19 mempunyai pengaruh besar di setiap aspek kehidupan. Di dunia bisnis, virus korona memaksa jutaan pekerja yang ada di dunia untuk mulai bekerja dari rumah mereka masing- masing. Berdasarkan fenomena dan studi literatur yang dilakukan, penulis ingin meneliti lebih jauh bagaimana pengaruh online promotion, personal selling dengan perceived value sebagai variabel yang memediasi keputusan pembelian apartemen Cisauk Point di masa pandemic. Penelitian ini menerapkan deskriptif kuantitatif sebagai pendekatan dalam penelitiannya. dimana adanya metode asosiatif kasual atau eksplanatori yang diterapkan. Metode ini diterapkan dalam mengetahui pengaruh dari variabel bebas yaitu promosi online dan penjualan perseorangan dengan variabel intervening yaitu precivied value serta dampaknya kepada variabel terikat berupa keputusan pembelian. Dalam menentukan sampel, probability sampling yang peneliti gunakan dengan menjadikan 182 anggota populasi sampel penelitian yaitu pelanggan yang membeli apartemen Cisauk Point pada masa pandemic di awal tahun 2020. Diterapkan metode purposive sampling dalam teknik pengambilan sampelnya dengan syarat serta pertimbangan. Diterapkan juga metode SEM (structural equation marketing) pada analisis datanya. Dalam perhitungannya, program aplikasi yang digunakan adalah software SmartPLS. Hasil penelitian ini diketahui variabel yang memiliki pengaruh positif secara signifikan dengan keputusan pembelian apartemen di masa pandemi ialah online promotion, variabel perceive value berlaku sebagai variabel mediasi parsial karena dengan atau tidak adanya variabel tersebut, online promotion dan personal selling tetap berpengaruh positif dan signifikan terhadap keputusan pembelian apartemen Cisauk Point di masa pandemi. Kata Kunci : Pandemi Covid 19, Promosi Online, Personal Selling, Keputusan Pembelian, Apartemen The COVID-19 pandemic has had a major impact on every aspect of life. In the business world, the corona virus is forcing millions of workers around the world to start working from their own homes. Based on the phenomena and literature studies conducted, the authors want to further examine how the influence of online promotion, personal selling with perceived value as a variable that mediates the decision to purchase the Cisauk Point apartment during the pandemic. This research applies quantitative descriptive as an approach in the research. where the casual associative or explanatory method is applied. This method is applied to determine the effect of the independent variables, namely online promotion and personal selling with the intervening variable, namely precivied value and its impact on the dependent variable in the form of purchasing decisions. In determining the sample, the probability sampling that the researchers used was to make 182 members of the research sample population, namely customers who bought the Cisauk Point apartment during the pandemic in early 2020. The purposive sampling method was applied in the sampling technique with conditions and considerations. The SEM (structural equation marketing) method is also applied to the data analysis. In the calculation, the application program used is the SmartPLS software. The results of this study indicate that the variable that has a significant positive influence on apartment purchasing decisions during the pandemic is online promotion, the perceived value variable acts as a partial mediating variable because with or without these variables, online promotion and personal selling still have a positive and significant effect on decisions. purchase of a Cisauk Point apartment during the pandemic. Keywords: Covid 19 Pandemic, Online Promotion, Personal Selling, Purchase Decision, Apartments

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