Heldina, Desi (2023) PENGARUH VARIASI PRODUK, DIGITAL MARKETING DAN FITUR LAYANAN TERHADAP MINAT BELI KONSUMEN PADA SHOPEE. S1 thesis, Universitas Mercu Buana - Menteng.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Cover)
43119110050-Desi Heldina Sitanggang-01 Cover - Desi Heldina.pdf Download (535kB) |
|
Text (Abstrak)
43119110050-Desi Heldina Sitanggang-02 Abstrak - Desi Heldina.pdf Download (319kB) |
|
Text (Bab 1)
43119110050-Desi Heldina Sitanggang-03 Bab 1 - Desi Heldina.pdf Restricted to Registered users only Download (488kB) |
|
Text (Bab 2)
43119110050-Desi Heldina Sitanggang-04 Bab 2 - Desi Heldina.pdf Restricted to Registered users only Download (359kB) |
|
Text (Bab 3)
43119110050-Desi Heldina Sitanggang-05 Bab 3 - Desi Heldina.pdf Restricted to Registered users only Download (345kB) |
|
Text (Bab 4)
43119110050-Desi Heldina Sitanggang-06 Bab 4 - Desi Heldina.pdf Restricted to Registered users only Download (635kB) |
|
Text (Bab 5)
43119110050-Desi Heldina Sitanggang-07 Bab 5 - Desi Heldina.pdf Restricted to Registered users only Download (196kB) |
|
Text (Daftar Pustaka)
43119110050-Desi Heldina Sitanggang-08 Daftar Pustaka - Desi Heldina.pdf Restricted to Registered users only Download (217kB) |
|
Text (Lampiran)
43119110050-Desi Heldina Sitanggang-09 Lampiran - Desi Heldina.pdf Restricted to Registered users only Download (845kB) |
|
Text (Formulir pernyataan keabsahan)
43119110050-Desi Heldina Sitanggnga-10 Hasil Scan Formulir Pernyataan Keabsahan dan Persetujuan Publikasi Tugas Akhir - Desi Heldina.pdf Restricted to Repository staff only Download (85kB) |
Abstract
Tujuan penelitian ini adalah untuk menganalisa faktor-faktor yang berpengaruh pada minat beli konsumen. Variabel indepeden terdiri dari Variasi Produk (X1), Digital Marketing (X2) dan Fitur Layanan (X3). Variabel dependen adalah Minat Beli konsumen pada Shopee di DKI Jakarta. Jenis penelitian dalam penelitian ini menggunakan metode penelitian secara deskriptif dengan melakukan pendekatan secara kuantitatif. Penelitian ini menggunakan sampel sebanyak 180 sampel yang ditentukan berdasarkan metode purposive sampling dengan menguji validitas, reliabilitas, dan pengujian hipotesis menggunakan aplikasi Structural Equition Modeling – Partial Least Square (SEM - PLS). Hasil penelitian ini membuktikan bahwa variabel variasi produk, digital marketing dan fitur layanan berpengaruh positif dan signifikan terhadap minat beli. The purpose of this research was to analyze the factors that have influences towards consumers buying interest. The independent variables of this research Product Variations (X1), Digital Marketing (X2), and Service Features (X3). Dependent variables is consumers Buying Interest of Shopee in DKI Jakarta. The kind of research in this research using methods in deskriptif with quantitative approach. This study used a sample of 180 samples determined based on the purposive sampling method by testing the validity, reliability, and hypothesis testing using the application of Structural Equition Modeling – Partial Least Square (SEM - PLS). The results obtained that the variable product variations, digital marketing, and service features have a positive and significant impact on buying interest.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43119110050 |
| Uncontrolled Keywords: | variasi produk, digital marketing, fitur layanan, minat beli product variations, digital marketing, service features, buying interest |
| 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | WIDYA AYU PUSPITA NINGRUM |
| Date Deposited: | 23 Dec 2023 03:28 |
| Last Modified: | 23 Dec 2023 03:28 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/84877 |
Actions (login required)
 |
View Item |
