PENGARUH KEPERCAYAAN, VARIASI PRODUK DAN PROMOSI PENJUALAN TERHADAP MINAT PEMBELIAN (Studi Pada Toko Surya Florist)

LESMANA, AGUNG SURYA (2024) PENGARUH KEPERCAYAAN, VARIASI PRODUK DAN PROMOSI PENJUALAN TERHADAP MINAT PEMBELIAN (Studi Pada Toko Surya Florist). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study examines trust, product variations, sales promotion that influence customer buying to interest. This study was conducted on 112 respondents using a quantitive descriptive approach. The data analysis method used in this study is the Structural Equation Model (SEM) with a Smart-PLS analysis tool. The results of this study show that the variables of trust have a positive significant effect on consumer buying to interest, product variations have a positive significant effect on consumer buying to interest and sales promotion have a positive significant effect on consumer buying to interest at Toko Surya Florist. Keywords: Trust, Product Variations, Sales Promotion, Buying to Interest. Penelitian ini menguji tentang kepercayaan, variasi produk, promosi penjualan yang mempengaruhi minat pembelian pada Toko Surya Florist. Penelitian ini dilakukan terhadap 112 responden dengan menggunakan pendekatan deskriptif kuantitatif. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian ini menyatakan bahwa variabel kepercayaan memiliki pengaruh positif dan signifikan terhadap minat pembelian, variasi produk memiliki pengaruh positif dan signifikan terhadap minat pembelian dan promosi penjualan berpengaruh positif dan signifikan terhadap minat pembelian pada konsumen Toko Surya Florist. Kata Kunci: Kepercayaan, Variasi Produk, Promosi Penjualan, Minat Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 208
NIM/NIDN Creators: 43119110368
Uncontrolled Keywords: Kepercayaan, Variasi Produk, Promosi Penjualan, Minat Pembelian
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
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: Dede Muksin Lubis
Date Deposited: 26 Jun 2024 02:19
Last Modified: 26 Jun 2024 02:19
URI: http://repository.mercubuana.ac.id/id/eprint/89190

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