PENGARUH IKLAN, KEPERCAYAAN, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI TOKO ONLINE SHOPEE

AGUSTINA, AULIA IFANY (2023) PENGARUH IKLAN, KEPERCAYAAN, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI TOKO ONLINE SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of advertising, trust, and word of mouth on purchasing decisions at the Shopee online store. The population in this study are online shop users Shopee in the DKI Jakarta area. The sample used was 115 respondents, calculated based on hair formula.. The sample research method uses a non-probability sampling technique with a purposive sampling method. The data collection method uses a survey, with a questionnaire research instrument. Methods of data analysis using Partial Least Square. This study shows that advertising has a positive and significant effect on purchasing decisions, trust has a positive and significant effect on purchasing decisions, and word of mouth has a positive and significant effect on purchasing decisions. Keywords: Advertising, Trust, Word Of Mouth, Purchase Decision Pada Penelitian ini bertujuan untuk menganalisis pengaruh iklan, kepercayaan, dan word of mouth terhadap keputusan pembelian di toko online Shopee. Populasi dalam penelitian ini adalah pengguna toko online Shopee di daerah DKI Jakarta. Sampel yang dipergunakan adalah sebanyak 115 responden, dihitung berdasarkan rumus hair. Metode penelitian sampel menggunakan teknik non probability sampling dengan metode Purposive Sampling. Metode pengumpulan data menggunakan survey, dengan instrument penelitian kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini menunjukkan bahwa iklan berpengaruh positif dan signifikan terhadap keputusan pembelian, kepercayaan berpengaruh positif dan signifikan terhadap keputusan pembelian, dan word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Iklan, Kepercayaan, Word Of Mouth, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 249
Call Number: SE/31/23/348
NIM/NIDN Creators: 43119010124
Uncontrolled Keywords: Iklan, Kepercayaan, Word Of Mouth, Keputusan Pembelian
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 > 005.434 Process Management Programs/Program Manajemen Proses
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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 28 Oct 2023 06:50
Last Modified: 28 Oct 2023 06:56
URI: http://repository.mercubuana.ac.id/id/eprint/82759

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