Febiyansah, Ismi (2025) PENGARUH PERSEPSI HARGA, ELECTRONIC WORD OF MOUTH, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK TONER N’PURE DI PLATFORM TIKTOK SHOP. S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Tujuan dalam penelitian ini adalah untuk menguji dan menganalisis pengaruh persepsi harga, electronic word of mouth, dan kualitas produk terhadap keputusan pembelian pada produk toner n’pure di platform tiktok shop. Jenis penelitian yang digunakan dalam penelitian ini adalah kuantitatif. Populasi dalam penelitian ini adalah konsumen N’pure yang berusia 17 tahun keatas yang berada di wilayah Jakarta. Sampel yang digunakan sebanyak 180 responden. Teknik pengambilan sampel dalam penelitian ini menggunakan Teknik Non Probability Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian berupa kuesioner. Metode analisis data menggunakan software Partial Least Square 4 (PLS). Penelitian ini membuktikan bahwa persepsi harga, electronic word of mouth, dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian The aim of this research is to test and analyze the influence of price perception, electronic word of mouth, and product quality on purchasing decisions for toner n'pure products on the TikTok Shop platform. The type of research used in this research is quantitative. The population in this research is N'pure consumers aged 17 years and over in the Jakarta area. The sample used was 180 respondents. The sampling technique in this research used the Non Probability Sampling Technique. The data collection method uses a survey method, with the research instrument in the form of a questionnaire. The data analysis method uses Partial Least Square 4 (PLS) software. This research proves that price perception, electronic word of mouth, and product quality have a positive and significant effect on purchasing decisions.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43120120072 |
| Uncontrolled Keywords: | Persepsi Harga, Electronic Word of Mouth, Kualitas Produk, Keputusan Pembelian. Price Perception, Electronic Word of Mouth, Product Quality, Purchasing Decisions |
| 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: | RAUL ANDIKA KURNIAWAN |
| Date Deposited: | 20 Mar 2025 02:56 |
| Last Modified: | 20 Mar 2025 02:56 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/95003 |
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