PENGARUH PERSEPSI HARGA, KEPERCAYAAN, DAN CITRA MEREK TERHADAP MINAT BELI PADA SITUS JD.ID

PELEALU, RACHEL EVITA LESTARI (2022) PENGARUH PERSEPSI HARGA, KEPERCAYAAN, DAN CITRA MEREK TERHADAP MINAT BELI PADA SITUS JD.ID. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of perceived price, trust, and brand image on purchase intention on the online shopping site JD.ID. The object of this research is active internet users, both those who have shopped online and have never shopped online but know the JD.ID shopping site. The total of sample used was 140 respondents. The sampling technique uses incidental sampling by using a quantitative descriptive approach. The data analysis used was statistical analysis in the form of SPSS and PLS. The results of this study indicate that price perception has a significant effect on purchase intention, trust has a significant effect on purchase intention, and brand image has a significant effect on purchase intention. Keywords: Price Perception, Trust, Brand Image, Purchase Intention. Penelitian ini bertujuan untuk menganalisis pengaruh persepsi harga, kepercayaan, dan citra merek terhadap minat beli pada situs belanja online JD.ID. Objek penelitian ini adalah pengguna aktif internet yang sudah pernah berbelanja online maupun belum pernah dan mengetahui situs belanja JD.ID. Sampel yang digunakan sebanyak 140 responden. Teknik pengambilan sampel menggunakan incidental sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan yaitu analisis statistik dalam bentuk SPSS dan PLS. Hasil penelitian ini menunjukkan bahwa persepsi harga berpengaruh signifikan terhadap minat beli, kepercayaan berpengaruh signifikan terhadap minat beli, serta citra merek berpengaruh signifikan terhadap minat beli. Kata Kunci: Persepsi Harga, Kepercayaan, Citra Merek, Minat Beli.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 177
NIM/NIDN Creators: 43115010228
Uncontrolled Keywords: Persepsi Harga, Kepercayaan, Citra Merek, Minat Beli.
Subjects: 700 Arts/Seni, Seni Rupa, Kesenian > 770 Photography and Photographs/Seni Fotografi dan Foto > 771 Techniques and Procedures/Teknik Seni Fotografi dan Foto, Prosedur Seni Fotografi dan Foto
700 Arts/Seni, Seni Rupa, Kesenian > 770 Photography and Photographs/Seni Fotografi dan Foto > 771 Techniques and Procedures/Teknik Seni Fotografi dan Foto, Prosedur Seni Fotografi dan Foto > 771.3 Cameras and Accessories/Kamera dan Asesoris Kamera
700 Arts/Seni, Seni Rupa, Kesenian > 770 Photography and Photographs/Seni Fotografi dan Foto > 771 Techniques and Procedures/Teknik Seni Fotografi dan Foto, Prosedur Seni Fotografi dan Foto > 771.3 Cameras and Accessories/Kamera dan Asesoris Kamera > 771.31 Specific Makes Brands of Cameras/Pembuatan Merek Kamera
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ELMO ALHAFIIDH PUTRATAMA
Date Deposited: 20 Oct 2022 07:21
Last Modified: 20 Oct 2022 07:21
URI: http://repository.mercubuana.ac.id/id/eprint/70673

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