SEPTIARINI, PRADITHA (2024) PENGARUH KUALITAS PRODUK, HARGA, IKLAN MEDIA SOSIAL TERHADAP MINAT BELI DI E-COMMERCE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to test the effect of product quality, price and social media advertising on purchase intention in e-commerce to increase consumer buying interest in products in e-commerce Shopee. This research method is causal research with a quantitative approach using multiple regression analysis. The population of this study are people who know products in e-commerce Shopee in Indonesia. With a research sample of 90 respondents with the Convenience Sampling method. The results of this study are that product quality has a partial significant effect on consumer buying interest in e-commerce (Shopee), and also price has a partial significant effect on consumer buying interest in e-commerce (Shopee), and Social Media Advertising also has a partial significant effect on consumer buying interest in e-commerce (Shopee). Besides that, product quality, price, social media advertising also have a significant effect simultaneously on consumer buying interest in e-commerce (Shopee). Keywords: Product Quality, Price, Social Media Advertising and Purchase Intention. Penelitian ini bertujuan untuk menguji pengaruh kualitas produk, harga dan iklan media sosial terhadap minat beli pada e-commerce untuk meningkatkan minat beli konsumen pada produk di e-commerce Shopee. Metode penelitian ini adalah penelitian kausal dengan pendekatan kuantitatif dengan menggunakan analisis regresi berganda. Populasi penelitian ini adalah orang yang mengetahui produk di e-commerce Shopee yang ada di Indonesia. Dengan sampel penelitian sebanyak 90 responden dengan metode Convenience Sampling. Hasil penelitian ini adalah Kualitas produk berpengaruh signifikan secara parsial terhadap minat beli konsumen di e-commerce (Shopee), dan juga Harga berpengaruh signifikan secara parsial terhadap minat beli konsumen di e-commerce (Shopee), serta Iklan Media Sosial juga berpengaruh signifikan secara parsial terhadap minat beli konsumen di e-commerce (Shopee). Selain itu kualitas produk, harga, iklan media sosial juga berpengaruh signifikan secara simultan terhadap minat beli konsumen di ecommerce (Shopee). Kata kunci : Kualitas Produk, Harga, Iklan Media Sosial dan Minat Beli.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 24 244 |
| NIM/NIDN Creators: | 43119110314 |
| Uncontrolled Keywords: | Kualitas Produk, Harga, Iklan Media Sosial dan 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) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 03 Aug 2024 01:06 |
| Last Modified: | 03 Aug 2024 01:06 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/90015 |
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