MUHAMMAD, FARIS (2021) ANALISIS FAKTOR-FAKTOR KEPUTUSAN PEMBELIAN PENGGUNA MEDIA SOSIAL INSTAGRAM PADA MARKETPLACE. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Memasuki era digital seperti sekarang ini, peran teknologi sangat penting untuk mendukung aktivitas manusia. Salah satunya internet. Salah satu kegunaan internet yaitu digunakan untuk media pendukung berbelanja online. Selain itu adanya media sosial Instagram juga mempengaruhi konsumen melakukan belanja online. Tujuan dari penelitian ini adalah untuk menganalisis analisis faktor-faktor keputusan pembelian pengguna media sosial instagram pada marketplace. Variabel yang digunakan dalam penelitian ini yaitu harga, promosi, kepercayaan, kenyamanan, keamanan, pengguna media sosial instagram & keputusan pembelian. Kerangka penelitian dikembangkan dengan menggunakan Theory of Reasoned Action. Sample dalam penelitian ini adalah beberapa konsumen yang sudah pernah melakukan belanja online. Sebanyak 200 kuesioner sudah dibagikan melalui google form, dan hanya kembali 102. Metode analisis data pada penelitian menggunakan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa seluruh variabel memiliki hubungan yang positif dan signifikan terhadap keputusan pembelian online. Penelitian ini memberikan implikasi teoritis dan praktis. Studi ini berguna bagi pengguna sosial media instagram untuk mempertimbangkan faktor-faktor yang mendasari keputusan dalam berbelanja online. Kata Kunci : Pengguna Instagram, Harga, Promosi, Kepercayaan, Kenyamanan, Keamanan, Keputusan Pembelian, Belanja Online. Currently, the role of technology is very important to support human activities. Technology is the internet. One of the uses of the internet as a medium to support online shopping. In addition, the existence of Instagram social media also affects consumers to do online shopping. This study is to analyzes the purchasing decision factors of Instagram social media users on the marketplace. The variables used in this study are price, promotion, trust, security, Instagram social media users & purchase decision. The research framework was developed using the Theory of Reasoned Action. The sample in this study is several consumers who have done online shopping. A total of 200 questionnaires have been distributed via a google form, and only 102 were returned. The data analysis method in this study used Smart PLS 3.0. The results showed that all variables had a positive and significant relationship with online purchasing decisions. This research provides theoretical and practical implications. This study is useful for Instagram social media users to consider the factors that purchasing decisions in online shopping on the marketplace. Keywords: Instagram Users, Price, Promotion, Trust, Security, Purchase Decision, Online Shopping.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number: | TM/51/23/158 |
| NIM/NIDN Creators: | 55118120057 |
| Uncontrolled Keywords: | Instagram Users, Price, Promotion, Trust, Security, Purchase Decision, Online Shopping.Pengguna Instagram, Harga, Promosi, Kepercayaan, Kenyamanan, Keamanan, Keputusan Pembelian, Belanja Online. |
| 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: | 26 Sep 2022 08:31 |
| Last Modified: | 31 Oct 2023 01:19 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/69554 |
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