PENGARUH REVIEW SMARTPHONE MEREK SAMSUNG SERI A DI CHANNEL YOUTUBE GADGETIN TERHADAP PURCHASE INTENTION NETIZEN

RAMADHANI, INDRI GITA (2020) PENGARUH REVIEW SMARTPHONE MEREK SAMSUNG SERI A DI CHANNEL YOUTUBE GADGETIN TERHADAP PURCHASE INTENTION NETIZEN. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Review Smartphone merek Samsung seri A di Channel Youtube Gadgetin, Terhadap Purchase Intention Netizen. Desain penelitian yang digunakan penulis dalam penelitian ini menggunakan penelitian kausal. Untuk mengukur variabel, penelitian ini menggunakan skala likert. Dalam penelitian ini, yang menjadi populasi penelitian adalah semua orang yang pernah berkunjung di Chanel Youtube Gadgetin. Berdasarkan jumlah populasi yang tidak diketahui dengan pasti, maka teknik sampling yang digunakan adalah teknik Hair (2010) dimana indikator dikalikan 5 sampai dengan 10. Untuk pengumpulan data dari berbagai sumber, penelitian ini menggunakan teknik pengumpulan data kuisioner. Metode analisis yang digunakan dalam penelitian ini adalah metode analisis data kuantitatif. Untuk menguji hipotesis dan menghasilkan suatu model yang layak (Fit), metode analisis dalam penelitian ini menggunakan Component atau Variance Based Structural Equation Modeling dimana dalam pengolahan data menggunakan program partial Least Square (Smart –PLS) versi 3.0. Hasil penelitian menunjukkan bahwa (1) Online Review berpengaruh positif dan signifikan terhadap Purchase Intention, (2) Visualization berpengaruh positif dan signifikan terhadap Purchase Intention, dan (3) Trust berpengaruh positif dan signifikan terhadap Purchase Intention. Kata Kunci: Purchase Intention, Online Review,Visualization, Trust This study aims to analyze the effect of the Samsung Series A Smartphone Review on the Gadgetin Youtube Channel, on Netizen Purchase Intention. The research design used by the author in this study uses causal research. To measure variables, this study uses a Likert scale. In this study, the population of the study were all people who had visited Chanel Youtube Gadgetin. Based on the number of populations that are not known with certainty, the sampling technique used is the Hair technique (2010) where the indicators are multiplied by 5 to 10. For data collection from various sources, this study used questionnaire data collection techniques. The method of analysis used in this research is quantitative data analysis method. To test the hypothesis and produce a model that is feasible (Fit), the method of analysis in this study uses Component or Variance Based Structural Equation Modeling in which data processing uses the partial Least Square (Smart-PLS) program version 3.0. The results showed that (1) Online Review had a positive and significant effect on Purchase Intention, (2) Visualization had a positive and significant effect on Purchase Intention, and (3) Trust had a positive and significant effect on Purchase Intention. Keyword: Purchase Intention, Online Review, Visualization, Trust

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