MARIANI, RINA (2015) PENGARUH PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP CUSTOMER VALUE DAN IMPLIKASI NYA TERHADAP KEPUTUSAN PEMBELIAN PRODUK BEAUTI (Studi kasus : PT. Fashion E service Indonesia ( zalora.co.id)). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Internet technology, E-commerce can be used as a solution to help companies develop and face business pressures due to the high level of competition in product, price, promotion and customer value. This study aimed to analyze the effect of the product, price perception, and promotion of the value of customers and the implications for purchasing decisions. This research data is the annual sales data (January 1, 2013 - December 31, 2014). this study using survey method, which spread to the customer questionnaire at the shop on the website Zalora.co.id. The sampling is Acidental Samples. From a population of 350 customer, 186 customer met criteria to be the sampel. The analytical method used is SEM (structural equation modeling). Results of this study simultaneously describes the product, price and promotion perception of positive and significantly influenced by the value of the customer. the partial sale was not. On the other hand, the product, the perception of price, promotion and customer value simultaneously influenced by purchasing decisions. partial perception of price is not. Based on the research results, customer value and purchasing decisions can be enhanced by active promotion in social media, Google Advertising, and Search Engine Optimization to increase sales and to know beauty products in Zalora.co.id Keywords: Product, Price Perception, Promotion,Customer Value, Buying Decision ABSTRAK Teknologi internet, E-commerce dapat dijadikan sebagai solusi untuk membantu perusahaan dalam mengembangkan dan menghadapi tekanan bisnis akibat tingginya tingkat persaingan dalam produk, harga, promosi dan nilai pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh produk, persepsi harga, dan promosi dengan nilai pelanggan dan implikasinya pada keputusan pembelian. Data penelitian ini merupakan data sales tahunan (periode 01 Januari 2013 – 31 Desember 2014). Dalam penelitian ini menggunakan metode survey, dimana kuesioner di sebarkan kepada customer yang berbelanja di website Zalora.co.id. Teknik pengambilan sampel adalah accidental sample, dari populasi sejumlah 350 customer yang berbelanja di website Zalora.co.id, 186 customer yang memenuhi kriteria sebagai sampel Metode analisis yang digunakan adalah SEM (structural equation modelling). Hasil penelitian ini secara simultan menjelaskan produk, persepsi harga dan promosi yang positif dan signifikan dipengaruhi oleh nilai pelanggan. Namun, secara parsial promosi itu tidak. Di sisi lain, produk, persepsi harga, promosi dan nilai pelanggan secara simultan dipengaruhi oleh keputusan pembelian. Namun, secara parsial persepsi harga tidak. Berdasarkan hasil penelitian, nilai pelanggan dan keputusan pembelian dapat ditingkatkan dengan aktif dengan melakukan promosi di media sosial, Google Advertising, dan Search Engine Optimization untuk meningkatkan penjualan dan mengetahui produk kecantikan di Zalora.co.id Kata kunci: Produk, Persepi harga, Promosi, Nilai pelanggan, Keputusan pembelian
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-15-134 |
| NIM/NIDN Creators: | 55112120369 |
| Uncontrolled Keywords: | Produk, Persepi harga, Promosi, Nilai pelanggan, Keputusan pembelian, MPS, Manajemen pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 07 Jun 2022 03:36 |
| Last Modified: | 30 Jun 2022 03:06 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/62762 |
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