SANDI, FIPOP SILVIA (2019) MINAT PEMBELIAN PADA SITUS ONLINE DALAM PERSPEKTIF ONLINE CONSUMER REVIEW, IKLAN ONLINE DAN KUALITAS WEBSITE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to identify the relationship between variables affecting the purchase intention on e-commerce sites that are curerently increasing. This research was conducted at one of the e-commerce sites, Elevenia. The primary data used by distributed a questionnaire to 120 respondents in DKI Jakarta and already know the Elevenia site. The data were analyzed by Structural Positive and Equation Model (SEM) using Partial Least Square (smartPLS 3.0) in order to test all relationships between online consumer review variables, online advertisements and website quality on purchase intention in the model. The results of this study indicate that online consumer review and website quality have a positive and significant relationship to purchase intention. However, online advertising has a positive and insignificant relationship to purchase intention. Keyword: Online consumer review, Online Advertising, Website Quality, and Purchase Intention. Penelitian ini dilakukan bertujuan untuk mengetahui pengaruh hubungan variabel yang mempengaruhi minat pembelian pada situs e-commerce yang saat ini sedang meningkat. Penelitian ini dilakukan pada salah satu situs e-commerce yaitu Elevenia. Data yang digunakan adalah data primer menggunakan kuesioner yang disebar kepada 120 responden di DKI Jakarta dan telah mengetahui situs Elevenia. Data dianalisis dengan meggunakan aplikasi Structural Positive and Equation Model (SEM) Partial Least Square (smartPLS 3.0) untuk menguji semua hubungan antara variabel online consumer review, iklan online dan kualitas website terhadap minat pembelian dalam model. Hasil dari penelitian ini menunjukkan bahwa online consumer review dan kulaitas website memiliki hubungan yang positif dan signikan terhadap minat pembelian. Namun, iklan online memiliki hubungan yang positif dan tidak signifikan terhadap minat pembelian. Kata Kunci: Online consumer review, Iklan Online, Kualitas Website, Minat Pembelian.
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