IDENTIFIKASI CITRA MEREK, ELECTRONIC WORD OF MOUTH, DAN PROMOSI TERHADAP MINAT BELI PAKAIAN SECARA ONLINE

RAMADHANI, FATHIA HANIFAH (2020) IDENTIFIKASI CITRA MEREK, ELECTRONIC WORD OF MOUTH, DAN PROMOSI TERHADAP MINAT BELI PAKAIAN SECARA ONLINE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of information technology has experienced rapid growth in line with the era of globalization which demands the speed of information flow. The emergence of the internet with all its sophistication has brought changes in human style and habits as users of these sophisticated tools. Business development through internet media is increasing day by day, in line with the increasing internet users in the world, especially in Indonesia. Internet media has become a means of promoting products that have very good prospects today. The development of online shopping is also supported by an increase in the productivity of the industry that provides various products to be marketed through the internet. The online shopping concept provides many conveniences and advantages when compared to conventional shopping concepts. The clothing category is in the highest position or most in demand by the public, from this phenomenon, it turns out that a lot of Indonesian people are happy to shop Online Fashion, especially clothes, even though if they shop for clothes online they cannot touch the materials used in these products, they are also unable to try the products they buy online whether the size is appropriate or not, but why do so many prefer to shop online than offline stores. The purpose of this study is to identify brand image, electronic word of mouth, and promotion of interest in buying clothes online. The subjects of this research are people who have an interest in buying clothes online or through online media. The sample used in this study were 120 respondents with the sampling technique using convenience sampling method. This study uses SEM data analysis techniques and data processing using Partial Least Square (PLS) version 3.0. The results of this study indicate that brand image, electronic word of mouth and promotion have a positive and significant influence on the interest in buying clothes online. Keywords : Brand Image, Electronic Word of Mouth, Promotion, Intention To Buy, Fashion, Online. Perkembangan teknologi informasi telah mengalami pertumbuhan sangat pesat seiring dengan era globalisasi yang menuntut kecepatan arus informasi. Kemunculan internet dengan segala kecanggihannya membawa perubahan dalam gaya dan kebiasaan manusia sebagai pengguna alat canggih tersebut. Perkembangan bisnis melalui media internet semakin hari semakin meningkat, seiring dengan meningkatnya pengguna internet di dunia terutama di Indonesia. Media internet telah menjadi salah satu sarana promosi produk yang memiliki prospek sangat baik saat ini. Perkembangan belanja online juga didukung oleh peningkatan produktifitas dari industri yang menyediakan berbagai macam produk untuk dipasarkan melalui media internet. Konsep online shopping menyediakan banyak kemudahan dan kelebihan jika dibandingkan dengan konsep belanja yang konvensional. Kategori pakaian berada di posisi paling tinggi atau paling banyak diminati oleh masyarakat, dari Fenomena tersebut yang ternyata banyak sekali dari masyarakat Indonesia yang senang untuk berbelanja Fashion Online khususnya pakaian, Padahal jika mereka berbelanja pakaian secara online mereka tidak bisa menyentuh bahan / material yang digunaakan dalam produk tersebut, mereka juga tidak dapat untuk mencoba produk yang mereka beli secara online apakah ukuran/size nya sudah sesuai atau tidak, tetapi mengapa banyak yang menyukai untuk berbelanja secara online di banding offline store. Tujuan dari penelitian ini adalah mengidentifikasi citra merek, electronic word of mouth, dan promosi terhadap minat beli pakaian secara online. Subjek penelitian ini adalah masyarakat yang memiliki rasa tertarik untuk membeli pakaian secara atau melalui media online. Sampel yang digunakan dalam penelitian ini adalah 120 responden dengan teknik pengambilan sampel metode convenience sampling. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan Partial Least Square (PLS) versi 3.0. Hasil penelitian ini menunjukan bahwa citra merek, electronic word of mouth dan promosi memiliki pengaruh yang positif dan signifikan terhadap minat beli pakaian secara online. Kata Kunci : Citra Merek, Electronic Word of Mouth, Promosi, Minat Beli, Fashion, Online.

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