PENGARUH SIKAP, NORMA SUBJEKTIF DAN CITRA MEREK TERHADAP MINAT BELI KONSUMEN TOKOPEDIA

GUNAWAN, ALVIN (2023) PENGARUH SIKAP, NORMA SUBJEKTIF DAN CITRA MEREK TERHADAP MINAT BELI KONSUMEN TOKOPEDIA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Purchase interest is a consumer behavior where they have the desire to choose, use, consume, or even desire a product being offered. The aim of this research is to determine the influence of attitudes, subjective norms and brand image on consumer buying interest on Tokopedia. This research was conducted in Indonesia, the number of samples taken was 150 respondents using questionnaires and using the SmartPLS software data analysis method. Based on the results of the analysis, it was found that partially attitude (X1) had a significant effect on consumer buying interest (Y), partially subjective norms (X2) had no significant effect on consumer buying interest (Y), and partially brand image (X3) had a significant effect on consumer buying interest (Y). The results of this research can be recommended to Tokopedia to always continue to create strategies, especially in the marketing sector, considering that competition is increasingly fierce. Keywords: Attitude, Subjective Norms, Brand Image and Purchase Intention Minat beli merupakan sebuah perilaku konsumen dimana memiliki keinginan untuk memilih, menggunakan, mengkonsumsi, atau bahkan menginginkan suatu produk yang ditawarkan. Tujuan dari penelitian ini ialah untuk mengetahui pengaruh sikap, norma subjektif dan citra merek terhadap minat beli konsumen di Tokopedia. Penelitian ini dilakukan di Indonesia, jumlah sampel yang diambil sebanyak 150 responden dengan menggunakan penyebaran kuesioner dan menggunakan metode analisis data SmartPLS software. Berdasarkan hasil analisis ditemukan bahwa secara parsial sikap (X1) berpengaruh signifikan terhadap minat beli konsumen (Y), secara parsial norma subjektif (X2) tidak berpengaruh signifikan terhadap minat beli konsumen (Y), dan secara parsial citra merek (X3) berpengaruh signifikan terhadap minat beli konsumen (Y). Hasil dari penelitian ini dapat disarankan kepada pihak Tokopedia agar senantiasa terus menciptakan strategi-strategi khususnya di bidang marketing mengingat persaingan yang kian sengit. Kata Kunci : Sikap, Norma Subjektif, Citra Merek dan Minat Beli.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 420
Call Number:	SE/31/23/455
NIM/NIDN Creators:	43119010246
Uncontrolled Keywords:	Sikap, Norma Subjektif, Citra Merek dan Minat Beli.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia 100 Philosophy and Psychology/Filsafat dan Psikologi > 170 Ethics, Moral Philosophy/Etika, Filsafat Moral 100 Philosophy and Psychology/Filsafat dan Psikologi > 170 Ethics, Moral Philosophy/Etika, Filsafat Moral > 179 Other Ethical Norms/Norma Etika Lainnya 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:	16 Nov 2023 07:17
Last Modified:	16 Nov 2023 07:17
URI:	http://repository.mercubuana.ac.id/id/eprint/84205

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