OKTAVIA, LUSIA PUTRI (2025) PENGARUH KUALITAS PRODUK, KESADARAN NILAI DAN PENGALAMAN TERHADAP MINAT PEMBELIAN SEPATU MEREK BATA DI SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Increased competition in the online shoe industry has influenced consumer decisions in choosing certain brands, one of which is Bata brand shoes on the Shopee e-commerce platform. This research aims to analyze the influence of product quality, value awareness and experience on interest in purchasing Bata brand shoes on Shopee. The research method used was non-probability sampling with perposive sampling technique, involving 155 respondents. Data was collected through a questionnaire distributed online with measurements using a Likert scale. Data analysis was carried out using SmartPLS 4 software, which includes outer model and inner model analysis. The research results show that product quality and value awareness have no effect on purchase intention, while experience has a positive and significant influence on purchase interest in Bata brand shoes. "These findings show that factors such as good product quality, awareness of the value of the products offered, as well as a positive shopping experience are very important in increasing purchasing interest on e-commerce platforms such as Shopee." Keywords: Product Quality, Value Awareness, Experience, and Purchase Intention Peningkatan persaingan dalam industri sepatu online telah mempengaruhi keputusan konsumen dalam memilih merek tertentu, salah satunya adalah sepatu merek Bata di platform e-commerce Shopee. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, kesadaran nilai, dan pengalaman terhadap minat pembelian sepatu merek Bata di Shopee. Metode penelitian yang digunakan adalah pengambilan sampel non-probability sampling dengan teknik perposive sampling, melibatkan 155 responden. Data dikumpulkan melalui kuesioner yang disebarkan secara online dengan pengukuran menggunakan skala Likert. Analisis data dilakukan menggunakan software SmartPLS 4, yang mencakup analisis outer model dan inner model. Hasil penelitian menunjukkan bahwa kualitas produk dan kesadaran nilai tidak berpengaruh terhadap minat pembelian, sedangkan pengalaman memiliki pengaruh positif dan signifikan terhadap minat pembelian sepatu merek Bata. Temuan ini menunjukkan bahwa faktorfaktor seperti kualitas produk yang baik, kesadaran akan nilai produk yang ditawarkan, serta pengalaman berbelanja yang positif sangat penting dalam meningkatkan minat pembelian di platform e-commerce seperti Shopee. Kata Kunci: Kualitas Produk, Kesadaran Nilai, Pengalaman, dan Minat Pembelian
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