PENGARUH KEPERCAYAAN, PROMOSI, DAN CITRA MEREK TERHADAP MINAT BELI DI E-COMMERCE BLIBLI.COM

PERSADA, SWARANDIKA (2023) PENGARUH KEPERCAYAAN, PROMOSI, DAN CITRA MEREK TERHADAP MINAT BELI DI E-COMMERCE BLIBLI.COM. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine the influence of trust, promotion and brand image on purchasing interest in e-commerce blibli.com. From this research the independent variables consist of trust, promotion and brand image. The dependent variable is purchase interest. The population in this study were respondents who had not used blibli.com services, totaling 100 respondents. The sampling method uses non-probability sampling. This research is a type of causal associative research. This research instrument uses a questionnaire. The data analysis method used in this research is the Smart PLS application version 3.0. The results of this research show that trust has a positive and significant effect on purchase interest, promotion has a positive and insignificant effect on purchase interest, and brand image has a positive and significant effect on purchase interest. Keywords: Trust, Promotion, Brand Image, Purchase Intention. Penelitian ini bertujuan untuk mengetahui pengaruh kepercayaan, promosi dan citra merek terhadap minat beli di e-commerce blibli.com. Dari penelitian ini variabel independen terdiri dari kepercayaan, promosi, dan citra merek variabel dependennya adalah minat beli. Populasi dalam penelitian ini adalah responden yang belum menggunakan jasa layanan blibli.com yang berjumlah 100 responden. Metode penarikan sampel menggunakan nonprobability sampling. Penelitian ini merupakan jenis penelitian asosiatif kausal. Intrumen penelitian ini menggunakan kuesioner. Metode analisis data yang digunakan dalam penelitian ini dengan aplikasi Smart PLS versi 3.0. Hasil penelitian ini menunjukkan bahwa kepercayaan berpengaruh positif dan signifikan terhadap minat beli, promosi berpengaruh positif dan tidak signifikan terhadap minat beli, dan citra merek berpengaruh positif dan signifikan terhadap minat beli. Kata Kunci : Kepercayaan, Promosi, Citra Merek, Minat Beli.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 344
Call Number: SE/31/23/422
NIM/NIDN Creators: 43119010086
Uncontrolled Keywords: Kepercayaan, Promosi, Citra Merek, Minat Beli.
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 350 Public Administration and Military Science/Administrasi Negara dan Ilmu Kemiliteran > 354 Administration of Economy/Departemen Perekonomian > 354.7 Administration of Commerce, Communications, Transportation/Administrasi Perdagangan, Komunikasi, Transportasi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
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: khalimah
Date Deposited: 13 Nov 2023 01:37
Last Modified: 13 Nov 2023 01:37
URI: http://repository.mercubuana.ac.id/id/eprint/83835

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