ARDIANTO, BAYU (2018) PENGARUH PROMOSI PENJUALAN, PERSEPSI HARGA, KUALITAS PRODUK, DAN KUALITAS WEB TERHADAP MINAT BELI PADA MATAHARIMALL.COM (Studi Empiris pada konsumen Mataharimall.com yang berdomisili di Kota Kudus). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The main objective of this research is to examine and analyze the effect of sales promotion, price perception, product quality, and website quality on buying interest at MatahariMall.com using a quantitative descriptive approach. Data in the study were obtained from 156 respondents who had made purchases at MatahariMall.com. Data analysis in this study uses an alternative method of structural equation modeling (SEM), namely partial least square (PLS). The first stage in this study is to test the validity of the questions of each variable and its reliability. The second stage examines the relationship between sales promotion, price perception, product quality, and website quality on buying interest at MatahariMall.com. The results of this study state that the variables of sales promotion, product quality, and website quality have a positive and significant effect on buying interest, while the price perception variable has a negative and insignificant effect. Keywords: Buying Interest, Sales Promotion, Price Perception, Product Quality, and Website Quality Tujuan utama dari penelitian ini adalah untuk menguji dan menganalisis pengaruh promosi penjualan, persepsi harga, kualitas produk, dan kualitas website terhadap minat beli pada mataharimall.com dengan menggunakan pendekatan deskriptifm kuantitatif. Data dalam penelitian diperoleh dari 156 responden konsumen yang pernah melakukan pembelian di mataharimall.com. Analisis data dalam penelitian ini menggunakan metode alternatif dari structural equation modeling (SEM) yaitu partial least square (PLS). Tahap pertama dalam penelitian ini untuk menguji validitas pertanyaan setiap variabel berikut dengan reliabilitasnya. Tahap kedua menguji hubungan antara promosi penjualan, persepsi harga, kualitas produk, dan kualitas website terhadap minat beli pada mataharimall.com. Hasil dari penelitian ini menyatakan bahwa variabel promosi penjualan, kualitas produk, dan kualitas website berpengaruh positif dan signifikan terhadap minat beli, sementara variabel persepsi harga berpengaruh negatife dan tidak signifikan. Kata Kunci: Minat Beli, Promosi Penjualan, Persepsi Harga, Kualitas Produk, dan Kualitas Website
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