SULAIMAN, ABU AYYUB (2024) PENGARUH DAYA TARIK PROMOSI PERSEPSI KEMUDAHAN DAN PERSEPSI KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK SHOP. S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Daya Tarik Promosi, Persepsi Kemudahan, dan Persepsi Kepercayaan Konsumen Terhadap Keputusan Pembelian di TikTok Shop. Populasi dalam penelitian ini adalah pengguna TikTok Shop minimal satu kali penggunaan di seluruh Indonesia, sampel yang digunakan adalah 100 responden dan dihitung menurut rumus Hair. Metode penelitian ini metode kuantitatif dengan metode penarikan sampel menggunakan Purposive Sampling. Metode pengumpulan data menggunakan survei, dengan instrument penelitian adalah kuesioner. Metode analisis data yang digunakan adalah Partial Least Square. Hasil penelitian ini menunjukkan bahwa promosi berpangruh positif dan signifikan terhadap keputusan pembelian. Persepsi Kemudahan berpengaruh positif dan signifikan terhadap keputusan pembelian. Persepsi kepercayaan berpengaruh positif dan signifikan terhadap keputusan pembelian. This research aims to analyze the influence of Promotional Attractiveness, Perceived Convenience, and Perceived Consumer Trust on Purchasing Decisions at the TikTok Shop. The population in this study were TikTok Shop users who used at least one time throughout Indonesia. The sample used was 100 people and was calculated according to the Hair formula. This research method is a quantitative method with a sampling method using Purposive Sampling. The data collection method uses a survey, with the research instrument being a questionnaire. The data analysis method used is Partial Least Square. The results of this research show that promotions have a positive and significant impact on purchasing decisions. Perception of convenience has a positive and significant effect on purchasing decisions. Perceived trust has a positive and significant effect on purchasing decisions.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43120010467 |
| Uncontrolled Keywords: | Promosi, Persepsi Kemudahan, Persepsi Kepercayaan, Keputusan Pembelian Promotion, Perceived Convenience, Perceived Trust, Purchase Decision |
| 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: | NAYLA AURA RAYANI |
| Date Deposited: | 04 Jul 2024 04:34 |
| Last Modified: | 04 Jul 2024 04:34 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/89361 |
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