PENGARUH PESAN PERSUASIF TERHADAP PERILAKU KONSUMEN PADA MINAT BELI PRODUK SOFTWARE MICROSOFT ORIGINAL

PRIYATIN, ENDAH (2021) PENGARUH PESAN PERSUASIF TERHADAP PERILAKU KONSUMEN PADA MINAT BELI PRODUK SOFTWARE MICROSOFT ORIGINAL. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of persuassive message through the approach of risk at students’ of Mercu Buana University intention. The method design of this research uses an experiment quasi method on post test design. The research was conducted on 52 participants of the Mercu Buana University students and consisted of two groups, the experimental group and the control group, each of group 26 participants. The test results of the independent sample t-test state that there is an effect of f persuassive risk message on purchase intention with a significance value of 0.000. The influence of persuassive risk message on purchase intention is 41%. This research is a preliminary study, the further research is needed to enrich literacy from persuassive risk message. Keyword: persuassive risk message, purchase intention, quasi experimental. Penelitian ini bertujuan untuk mengetahui pengaruh pesan persuasif dengan pendekatan resiko terhadap minat beli software Microsoft original pada mahasiswa Universitas Mercu Buana. Desain penelitian ini menggunakan metode kuasi eksperimen dengan post test design. Responden penelitian ini terdiri dari 52 responden yang terdiri dari 26 responden kelompok eksperimen dan 26 responden kelompok kontrol. Hasil penelitian menunjukkan bahwa terdapat pengaruh pesan persuasif dengan pendekatan resiko terhadap minat beli dengan nilai signifikansi 0.000. Adapun besaran pengaruh pesan persuasif dengan pendekatan resiko sebesar 41%. Penelitian ini merupakan penelitian pendahuluan, dibutuhkan penelitian selanjutnya untuk meningkatkan literasi dari pesan persuasif itu sendiri. Kata Kunci: pesan persuasif, pendekatan resiko, minat beli, dan quasi eksperimen

Item Type: Thesis (S1)
NIM/NIDN Creators: 43114110003
Uncontrolled Keywords: pesan persuasif, pendekatan resiko, minat beli, dan quasi eksperimen
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 130 Paranormals/Paranormal > 133 Parapsychology and Occultism/Parapsikologi dan Ilmu Ghaib > 133.9 Spiritualism/Spiritualisme yang Berhubungan dengan Roh Halus > 133.93 Psychic Messages/Pesan psikis
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
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: Dede Muksin Lubis
Date Deposited: 25 Mar 2023 02:25
Last Modified: 25 Mar 2023 02:25
URI: http://repository.mercubuana.ac.id/id/eprint/75444

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