Anteseden purchase decision
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Yolanda Masnita Siagian
Pembimbing 2 : Mahasiswa
Kata Kunci : E-Commerse; Marketplace; Purchase Desicion
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_SK_SMJ_022002002043_Halaman-Judul.pdf | ||
| 2. | 2024_SK_SMJ_022002002043_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_SK_SMJ_022002002043_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2024_SK_SMJ_022002002043_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_SK_SMJ_022002002043_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_SK_SMJ_022002002043_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_SK_SMJ_022002002043_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_SK_SMJ_022002002043_Bab-1.pdf | ||
| 9. | 2024_SK_SMJ_022002002043_Bab-2.pdf |
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| 10. | 2024_SK_SMJ_022002002043_Bab-3.pdf |
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| 11. | 2024_SK_SMJ_022002002043_Bab-4.pdf |
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| 12. | 2024_SK_SMJ_022002002043_Bab-5.pdf | ||
| 13. | 2024_SK_SMJ_022002002043_Daftar-Pustaka.pdf | ||
| 14. | 2024_SK_SMJ_022002002043_Lampiran.pdf |
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T Teknologi internet telah membawa minat masyarakat pada belanja online di ecommerse. Meskipun belanja online memberikan banyak kemudahan, pelanggan mungkin tetap akan menghadapi ketidakpastian dan risiko saat melakukan transaksi online. Integritas perusahaan menjadi faktor penting dalam menarik kepercayaan pelanggan. Penelitian ini bertujuan untuk menganalisis isu terkait hubungan antara Advertising Attractiveness, Influencer Marketing, Online Customer Reviews, Social Media Marketing, dan Sales Promotion terhadap Purchase Decision. Rancangan penelitian yang digunakan adalah pengujian hipotesis. Data penelitian ini menggunakan data primer dengan pengambilan sampel sebanyak 260 responden, yaituindividu yang pernah berbelanja online serta memiliki pengalaman menggunakan marketplace. Peneliti memfokuskan penelitian pada bisnis start up. Metode analisis data menggunakan bantuan perangkat lunak SPSS versi 25 untuk menguji validitas, reliabilitas, dan statistik deskriptif, serta menggunakan bantuan perangkat SEM dengan menggunakan software AMOS versi 23 untuk menguji pengaruh antar variabel. Hasil dari penelitian ini menunjukkan adanya pengaruh positif pada masingmasing variabel yang diamati.
I Internet technology has brought people\\\'s interest in online shopping in e-commerce. Even though online shopping provides many conveniences, customers may still face uncertainty and risk when making online transactions. Company integrity is an important factor in attracting customer trust. This research aims to analyze issues related to the relationship between Advertising Attractiveness, Influencer Marketing, Online Customer Reviews, Social Media Marketing, and Sales Promotion on Purchase Decisions. The research design used is hypothesis testing. This research data uses primary data with a sample of 260 respondents, namely individuals who have shopped online and have experience using the marketplace. Researchers focus their research on start up businesses. The data analysis method uses SPSS version 25 software to test validity, reliability and descriptive statistics, and uses SEM tools using AMOS version 23 software to test the influence between variables. The results of this research show that there is a positive relationship with each observed variable.
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