MODEL MINAT BELI DAN KEPUTUSAN PEMBELIAN : ANALISIS KUALITAS PELAYANAN, KUALITAS PRODUK DAN PROMOSI PADA CALON KONSUMEN TOKO ONLINE GOWINTER

SASTRI, DEFKY PERMATA (2022) MODEL MINAT BELI DAN KEPUTUSAN PEMBELIAN : ANALISIS KUALITAS PELAYANAN, KUALITAS PRODUK DAN PROMOSI PADA CALON KONSUMEN TOKO ONLINE GOWINTER. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The results of the study aim to determine the factors that will influence purchase intention, and have implications for purchasing decisions at the Gowinter online clothing store. Store sales since the pandemic have experienced a sharp decline, this is a phenomenon and will be investigated. Questionnaires will be distributed to respondents for further processing with SEM with the Smart-PLS application. The number of respondents as many as 125 people, and will be distributed via googleform. The results of this study prove that there is an influence resulting from service quality on purchase intention, product quality on purchase interest and promotion on purchase interest. The same results also resulted from the quality of service, product quality and promotion of purchasing decisions. Purchase interest will also have an impact on purchasing decisions. The role of moderation also gets results from the data carried out, it is found that there is an influence of product quality on purchasing decisions through purchase interest, promotions affect purchasing decisions through purchase intentions with positive results but for service quality does not have an influential role on purchasing decisions through purchase intentions, This is because the results of data processing are negative. Keywords: Service Quality, Product Quality, Promotion, Puchase Intention, Puchase Decision Hasil dari penelitian bertujuan untuk mengetahui faktor yang akan mempengaruhi minat pembelian, dan berimplikasi kepada keputusan pembelian pada toko pakaian online Gowinter. Penjualan toko semenjak pandemic mengalami penurunan tajam, hal demikian yang menjadi fenomena dan akan diteliti. Kuesioner akan disebarkan kepada responden untuk selanjutnya diolah dengan SEM dengan aplikasi Smart-PLS. Jumlah responden sebanyak 125 orang, dan akan disebarkan melalui googleform. Hasil dari penelitian ini terbukti adanya pengaruh yang dihasilkan dari kualitas pelayanan terhadap minat pembelian, kualitas produk terhadap minat pembelian dan promosi terhadap minat pembelian. Hasil yang sama juga dihasilkan dari kualitas pelayanan, kualitas produk dan promosi terhadap keputusan pembelian. Minat pembelian juga akan berdapak kepada keputusan pembelian. Peran moderasi juga mendapatkan hasil dari oleh data yang dilakukan, ditemukan adanya pengaruh kualitas produk terhadap keputusan pembelian melalui minat pembelian, promosi berpengaruh terhadap keputusan pembelian melalui minat pembelian dengan hasil yang positif namun untuk kualitas pelayanan tidak memiliki peran berpengaruh terhadap keputusan pembelian melalui minat pembelian, hal demikian karena hasil olah data bersifat negatif. Kata kunci : Kualitas Pelayanan, Kualitas Produk, Promosi, Minat Pembelian, Keputusan Pembelian

Item Type:	Thesis (S2)
Call Number CD:	CD/551. 25 042
NIM/NIDN Creators:	55117120157
Uncontrolled Keywords:	Kualitas Pelayanan, Kualitas Produk, Promosi, Minat Pembelian, Keputusan Pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	khalimah
Date Deposited:	29 Jul 2025 07:13
Last Modified:	29 Jul 2025 07:13
URI:	http://repository.mercubuana.ac.id/id/eprint/96365

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