Darmawanti, Cyinthia Elvira (2024) PERANAN MEDIA SOSIAL, NOVELTY PERCEPTION, DAN KUALITAS PRODUK TERHADAP NIAT BELI PRODUK BUTTONSCARVES DI MARKETPLACE SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Indonesia yang merupakan negara dengan jumlah penduduk muslim terbesar menyebabkan berkembangnya industry fashion Muslim, salah satunya fashion hijab sehingga fenomena hijabers di Indonesia menjadi potensi besar dalam bisnis industri fashion, tidak terkecuali Buttonscarves yang merupakan brand fashion Muslim di Indonesia. Dengan banyaknya pesaing dalam industri fashion Muslim di Indonesia, menjadikan Buttonscarves harus senantiasa terus bersaing dengan brand lain. Penelitian ini bertujuan untuk mengetahui pengaruh media sosial, novelty perception dan kualitas produk terhadap niat beli produk ButtonScarves di marketplace shopee. Populasi pada penelitian ini adalah sebanyak 140 orang Generasi Millenial di Jakarta yang sudah membeli produk ButtonScarves. Penelitian ini menggunakan metode kuantitatif dan pendekatan deskriptif kausal dengan teknik analisis SEM PLS menggunakan software SmartPLS. Hasil penelitian ini menunjukkan bahwa Media sosial berpengaruh positif dan signifikan terhadap niat beli online, Novelty perception berpengaruh positif dan signifikan terhadap niat beli online dan Kualitas produk berpengaruh positif dan signifikan terhadap niat beli online Indonesia, which is the country with the largest Muslim population, has caused the development in Muslim fashion industry, one of which is hijab fashion, so that the hijaber phenomenon in Indonesia has great potential in the fashion industry business, including Buttonscarves which is a Muslim fashion brand in Indonesia. With so many competitors in the Muslim fashion industry in Indonesia, Buttonscarves have to compete with other brands. This research aims to determine the influence of social media, novelty perception and product quality on purchase intentions for ButtonScarves products in the Shopee marketplace. The population in this study was 140 Millennials in Jakarta who had purchased ButtonScarves products. This research uses quantitative methods and a causal descriptive approach with SEM PLS analysis techniques using SmartPLS software. The results of this research show that social media has a positive and significant effect on online purchase intentions, Novelty perception has a positive and significant effect on online purchase intentions and product quality has a positive and significant effect on online purchase intentions.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43120120119 |
| Uncontrolled Keywords: | media sosial, novelty perception, kualitas produk, niat beli social media, novelty perception, product quality, purchase intention. |
| 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: | SILMI KAFFA MARISKA |
| Date Deposited: | 06 Jan 2025 03:50 |
| Last Modified: | 06 Jan 2025 03:50 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/93415 |
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