PENGARUH KUALITAS PRODUK, HARGA, IKLAN MEDIA SOSIAL TERHADAP MINAT BELI DI E-COMMERCE

SEPTIARINI, PRADITHA (2024) PENGARUH KUALITAS PRODUK, HARGA, IKLAN MEDIA SOSIAL TERHADAP MINAT BELI DI E-COMMERCE. S1 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) 01 Cover.pdf Download (263kB) | Preview
Preview	Text (ABSTRAK) 02 Abstrak.pdf Download (107kB) | Preview
	Text (BAB I) 03 Bab 1.pdf Restricted to Registered users only Download (181kB)
	Text (BAB II) 04 Bab 2.pdf Restricted to Registered users only Download (216kB)
	Text (BAB III) 05 Bab 3.pdf Restricted to Registered users only Download (143kB)
	Text (BAB IV) 06 Bab 4.pdf Restricted to Registered users only Download (378kB)
	Text (BAB V) 07 Bab 5.pdf Restricted to Registered users only Download (110kB)
	Text (DAFTAR PUSTAKA) 08 Daftar Pustaka.pdf Restricted to Registered users only Download (218kB)
	Text (LAMPIRAN) 09 Lampiran.pdf Restricted to Registered users only Download (254kB)

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.

Actions (login required)

View Item