PENGARUH HEDONIC VALUE, TRUST DAN SALES PROMOTION TERHADAP ONLINE PURCHASE INTENTION (Studi Pada Aplikasi Happy Fresh)

AKBAR, FARIZ (2022) PENGARUH HEDONIC VALUE, TRUST DAN SALES PROMOTION TERHADAP ONLINE PURCHASE INTENTION (Studi Pada Aplikasi Happy Fresh). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study was conducted to analyze the effect of hedonic value, trust and sales promotion on online purchasing intention on Happy fresh platform. The research design uses quantitative. The sampling technique used purposive samplingon 125 respondents. The analytical method used is structural equation modeling (SEM) and data processing using partial least squares (PLS). The results showed that hedonic value has no significant effect on online purchase intention, trust has a positive and significant effect on online purchase intention, sales promotion has a positive and significant effect on online purchase intention. Keywords: Hedonic Value, Trust, Sales Promotion, Online Purchase Intention Penelitian ini untuk menganalisis pengaruh hedonic value, trust, dan sales promotion terhadap online purchase intention pada aplikasi happy fresh. Desain penelitian menggunakan kuantitatif. Teknik pengambilan sampel menggunakan purposive sampling pada 163 responden. Metode analisis yangdigunakan yaitu structural equation modeling (SEM) dan pengolahan data menggunakan partial least square (PLS). Hasil penelitian menunjukkan hedonic value tidak berpengaruh signifikan terhadap online purchase intention, trust berpengaruh positif dan signifikan terhadap online purchase intention, sales promotion berpengaruh positif dan signifikan terhadap online purchase intention. Kata Kunci: Hedonic Value, Trust, Sales Promotion, Online Purchase Intention.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 055
Call Number: SE/31/23/206
NIM/NIDN Creators: 43118120037
Uncontrolled Keywords: Hedonic Value, Trust, Sales Promotion, Online Purchase Intention.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.436 File System Management Programs/Program Manajemen Sistem File
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MILA RISKA
Date Deposited: 29 May 2023 06:48
Last Modified: 29 May 2023 06:48
URI: http://repository.mercubuana.ac.id/id/eprint/77200

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