MINAT PEMBELIAN ONLINE SEPATU SNEAKERS DI MASA PANDEMI COVID-19 (Studi Kasus Pada SneakersDept)

ALDIANSYAH, PRASETYO (2021) MINAT PEMBELIAN ONLINE SEPATU SNEAKERS DI MASA PANDEMI COVID-19 (Studi Kasus Pada SneakersDept). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to analyze and examine the relationship between product perception, corporate image, price perception and trust in online purchase intention of sneakers during the covid-19 pandemic with the object of research on the SneakersDept online store. This study involved 140 SneakersDept Instagram followers who had never bought sneakers. The researcher used Sequence Equation Modeling Partial Least Square (SEM-PLS) as the technique used to analyze the measurement model and structural model. The results of this study indicate that product perception, corporate image and price perception have a significant influence on consumer trust in online purchase intention. Theoretical and practical implications, researchers need to test the variables of trust and purchase intention using other variables and the SneakerDept managerial needs to pay attention to consumers who already have the habit and experience of shopping through social media and e-commerce. Keywords: Product, Corporate Image, Perceived Price, Trust and Online Purchase Intention Tujuan dari penelitian ini untuk menganalisis dan menguji hubungan antara persepsi produk, citra perusahaan, persepsi harga terhadap kepercayaan pada minat pembelian secara online sepatu sneakers di masa pandemi covid-19 dengan objek penelitian toko online SneakersDept. Studi ini melibatkan 140 followers Instagram SneakersDept yang belum pernah membeli sepatu sneakers. Peneliti menggunakan Sequence Equation Modelling Partial Least Square (SEM-PLS) sebagai teknik yang digunakan untuk menganalisis model pengukuran dan model struktural. Hasil penelitian ini menunjukkan bahwa persepsei produk, citra perusahaan dan persepsi harga memiliki pengaruh signifikan terhadap kepercayaan konsumen dalam minat pembelian online. Implikasi teoritis dan praktis, peneliti perlu melakukan pengujian variabel kepercayaan dan minat pembelian menggunakan variabel lain dan manajerial SneakerDept perlu memperhatikan konsumen yang sudah memiliki kebiasaan dan pengalaman berbelanja melalui sosial media maupun e-commerce Kata kunci: Produk, Citra Perusahaan, Persepsi Harga, Kepercayaan dan Minat Pembelian Online

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