PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN PROMOSI GRATIS ONGKOS KIRIM TERHADAP MINAT BELI PRODUK SKINCARE DI TIKTOKSHOP

SAPUTRA, FAHREZA (2024) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN PROMOSI GRATIS ONGKOS KIRIM TERHADAP MINAT BELI PRODUK SKINCARE DI TIKTOKSHOP. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to examine the influence of product quality, brand image, and free shipping promotions on the purchasing interest of skincare products on TikTokShop. The focus of this study is on skincare products available for purchase on TikTokShop. Employing a quantitative approach, the research utilizes a data collection method through the distribution of online questionnaires using Google Forms, with purposive sampling as the chosen sampling technique. The sample size is determined based on Hair's theory, resulting in 175 respondents with TikTok accounts and knowledge about skincare products. The population for this study comprises individuals residing in the Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek) areas. Data analysis is conducted using the Partial Least Square (Smart-PLS) software version 4.0. The results of this study demonstrate a direct and significant positive influence of product quality, brand image, and free shipping promotions on the purchasing interest of skincare products on TikTokShop. Keywords : Product Quality, Brand Image, Free Shipping Promotion, Purchase Intentio Penelitian ini bertujuan untuk membahas pengaruh kualitas produk, citra merek dan promosi gratis ongkos kirim terhadap minat beli produk skincare di TikTokShop. Objek pada penelitian ini yaitu produk skincare yang dijual di TikTokShop. Penelitian ini bersifat kuantitatif dengan metode pengumpulan data melalui penyebaran kuisioner online dengan menggunakan google form dan teknik pengambilan sampel yang dipilih yaitu purposive sampling. Sampel pada penelitian ini mengacu pada teori Hair dan diperoleh jumlah sampel sebanyak 175 responden yang memiliki akun TikTok dan mengetahui mengenai produk skincare, sedangkan populasi pada penelitian ini yaitu masyarakat yang berdomisili di Jabodetabek. Penelitian ini menggunakan program pengolah data berupa software Partial Least Square (Smart-PLS) versi 4.0. Hasil penelitian ini menunjukan bahwa terdapat pengaruh positif dan signifikan secara langsung mengenai pengaruh kualitas produk, citra merek dan promosi gratis ongkos kirim terhadap minat beli produk skincare di TikTokShop. Kata Kunci : Kualitas Produk, Citra Merek, Promosi Gratis Ongkos Kirim, Minat Beli

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 097
Call Number: SE/31/24/076
NIM/NIDN Creators: 43120010411
Uncontrolled Keywords: Kualitas Produk, Citra Merek, Promosi Gratis Ongkos Kirim, Minat Beli
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 > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi)
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
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: 04 Apr 2024 02:01
Last Modified: 04 Apr 2024 02:01
URI: http://repository.mercubuana.ac.id/id/eprint/87918

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