ANALISIS PENGARUH GAYA HIDUP DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA SITUS BELANJA ONLINE DI ZALORA

ARINDA, LEDY YULI (2017) ANALISIS PENGARUH GAYA HIDUP DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA SITUS BELANJA ONLINE DI ZALORA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Gaya Hidup dan Kualitas Produk terhadap Keputusan Pembelian pada situs belanja online di Zalora. Objek penelitian ini adalah mahasiswa Universitas Mercu Buana Program Studi Manajemen & Bisnis S1 angkatan 2013. Teknik pengambilan sampel dalam penelitian ini yaitu Convenince Sampling. Penelitian ini dilakukan terhadap 135 responden. Pendekatan yang digunakan dalam penelitian ini adaalah deskriptif kuantitatif, abalisis data yang digunakan adalah analisis statistik dalam bentuk Structural Equation Model (SEM). Hasil penelitian menunjukan bahwa gaya hidup berepengaruh positif namun tidak signifikan terhadap keputusan pembelian dan kualitas produk memberikan hasil positif dan signifikan terhadap keputusan pembelian.This research aims to know the influence of Lifestyle and Product Quality on Purchase Decision on online shopping sites in Zalora. The object of this research is the students of Mercu Buana University Management & Business Studies Program S1 batch 2013. The sampling technique in this research is Convenince Sampling. This research was conducted on 135 respondents. The approach used in this research is quantitative-descriptive, data analysis which is used is statistical analysis in the form of Structural Equation Model (SEM). The results of this research showed that lifestyles have a positive but not significant influence on purchasing decisions and product quality have a positive and significant influence on the purchase decision.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 17 456
NIM/NIDN Creators: 43113010111
Uncontrolled Keywords: Gaya Hidup, Kualitas Produk, Keputusan Pembelian, Structural Equation Model (SEM), Partical Least Square (PLS)
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 > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
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
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: NAJLA
Date Deposited: 04 Mar 2024 04:00
Last Modified: 04 Mar 2024 04:00
URI: http://repository.mercubuana.ac.id/id/eprint/86734

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