ASTIKA, NADIA MAR (2025) PENGARUH KOMUNIKASI PERSUASIF TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN PELANGGAN PADA PRODUK FASHION SPORT. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of the internet has transformed various aspects of life, including communication, business, and the economy. Widespread internet access has facilitated the growth of e-commerce in Indonesia, eliminating geographical barriers in transactions and information distribution. The ease of access and flexibility of online shopping have driven changes in consumer behavior. However, technological advancements also present challenges for offline markets, which must adapt to evolving trends and digital competition. The Indonesian fashion industry is currently experiencing rapid growth, supported by the increasing popularity of e-commerce. In this context, persuasive communication is a crucial strategy in shaping consumer behavior, particularly in influencing purchasing decisions and achieving customer satisfaction. In the highly competitive sports fashion industry, the implementation of effective marketing communication is essential for attracting consumer attention and fostering customer loyalty. This study aims to examine the impact of persuasive communication on fashion and sports product purchases using the Elaboration Likelihood Model (ELM) theory. The research follows a positivist paradigm and employs a quantitative survey method with explanatory questions. The study was conducted at Sogo Department Store Grand Indonesia from January to June 2024. The sampling technique combines probability and non-probability sampling, with a total sample of 100 respondents. In this study, persuasive communication serves as the independent variable, while purchasing decisions and customer satisfaction are the dependent variables. Data analysis was conducted using Pearson’s product-moment correlation and a linear regression model. The findings indicate that persuasive communication has a significant influence on the consumer decision-making process (p-value = 0.001; coefficient = 0.364) and customer satisfaction (p-value = 0.001; coefficient = 0.222). Each persuasive communication strategy increases purchasing decisions by approximately 0.364 and customer satisfaction by about 0.222. The study concludes that there is a significant relationship between persuasive communication and customer perceptions regarding the reasons for purchasing fashion and sports products. These findings provide a strategic framework for management teams to enhance service quality and optimize daily operations. Keywords: Communication, Persuasive, Decision, Satisfaction, Sports Fashion. Perkembangan internet telah mengubah berbagai aspek kehidupan, termasuk komunikasi, bisnis, dan ekonomi. Akses internet yang luas memungkinkan pertumbuhan e-commerce di Indonesia, menghilangkan batasan geografis dalam transaksi dan distribusi informasi. Kemudahan akses dan fleksibilitas belanja daring mendorong perubahan perilaku konsumen. Namun, perkembangan teknologi juga menjadi tantangan bagi pasar offline, yang harus beradaptasi dengan perubahan tren dan persaingan digital. Fashion Indonesia saat ini mengalami perkembangan yang pesat, didukung dengan semakin populernya e-commerce. Dalam konteks ini, komunikasi persuasif merupakan strategi krusial dalam mempengaruhi perilaku konsumen, khususnya dalam pengambilan keputusan pembelian dan pencapaian kepuasan pelanggan. Dalam industri fashion olahraga yang sangat kompetitif, penerapan komunikasi pemasaran yang efisien diperlukan untuk menarik perhatian konsumen dan membangun loyalitas pelanggan. Tujuan penelitian ini adalah untuk menguji pengaruh komunikasi persuasif terhadap pembelian produk fesyen dan olahraga dengan menggunakan teori Elaboration Likelihood Model (ELM). Menggunkan Paradigma positivisme dengan metode yang digunakan adalah survei kuantitatif dengan pertanyaan eksplanatif. Penelitian dilakukan di Sogo Department Store Grand Indonesia pada bulan Januari sampai dengan Juni 2024. Teknik pengambilan sampel menggunakan gabungan antara probability dan non-probability sampling dengan jumlah sampel sebanyak 100 responden. Dalam penelitian ini, variabel bebasnya adalah komunikasi persuasif, sedangkan variabel terikatnya adalah keputusan pembelian dan kepuasan pelanggan. Analisis data dilakukan dengan memilih korelasi product moment dan model regresi linier. Hasil penelitian menunjukkan bahwa komunikasi persuasif memiliki pengaruh yang signifikan terhadap proses pengambilan keputusan konsumen (nilai-p 0,001; koefisien 0,364) dan proses pengambilan keputusan pelanggan (nilai-p 0,001; koefisien 0,222). Setiap strategi komunikasi persuasif meningkatkan keputusan pembeli sekitar 0,364 dan kepuasan pelanggan sekitar 0,222. Kesimpulan penelitian ini menunjukkan bahwa ada hubungan yang signifikan antara komunikasi persuasif dan persepsi pelanggan tentang alasan pembelian produk fesyen dan olahraga. Temuan penelitian ini memberikan kerangka kerja strategis bagi tim manajemen untuk diterapkan guna meningkatkan kualitas layanan dan operasi seharihari. Katakunci: Komunikasi, perusuasif, Keputusan, Kepuasan, Fashion Sport.
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