SURYANA, SURYANA (2021) PENGARUH PERSEPSI HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN GENERASI Z PADA APLIKASI BELANJA ONLINE SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study was to determine the effect of price perception, product quality, and promotion on the purchasing decisions of Z Generation consumers of Shopee application users. This study uses a quantitative approach. The population in this study is z generation of Shopee application users in Jakarta with an unknown number. The sample of this study amounted to 175 people using purposive sampling technique. The data collection method uses a media questionnaire that is distributed to z generation respondents using Shopee application. The data analysis method uses structural equation modeling. The results showed that price perception had a positive and significant effect on purchasing decisions. Product quality variable also has a positive and significant effect on purchasing decisions. Other results show that promotion has a positive and significant effect on purchasing decisions of Generation Z users of the Shopee application. Keywords: Price Perception, Product Quality, Promotion, Purchase Decision. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh persepsi harga, kualitas produk, dan promosi terhadap keputusan pembelian konsumen generasi z pengguna aplikasi Shopee. Penelitian ini menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah generasi z penggunaaplikasi Shopee di Jakarta dengan jumlah tidak diketahui. Sampel penelitian ini berjumlah 175 orang menggunakan teknik purposive sampling. Metode pengumpulan data menggunakan media kuesioner yang disebar kepada responden generasi z pengguna aplikasi Shopee. Metode analisis data menggunakan structural equation modelling. Hasil penelitian menunjukkan bahwa persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel kualitas produk juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil lain menunjukkan bahwa promosi berpengaruh positif dan signifikan terhadap keputusan pembelian generasi z pengguna aplikasi Shopee. Kata Kunci: Persepsi Harga, Kualitas Produk, Promosi, Keputusan Pembelian.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43115120149 |
| Uncontrolled Keywords: | Persepsi Harga, Kualitas Produk, Promosi, Keputusan Pembelian. |
| Subjects: | 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 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 21 Aug 2023 01:31 |
| Last Modified: | 21 Aug 2023 01:31 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80112 |
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