Faktor-faktor yang meningkatkan perceived value pada market place dan dampaknya terhadap purchase intention
Info Katalog
File Repositori
Nomor Panggil : 022001902082
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Aekram Faisal
Subyek : Place marketing;Marketing - Management
Kata Kunci : product features, content marketing, e-service quality, perceived value, purchase intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_TA_SMJ_022001902082_Halaman-Judul.pdf | 11 | |
| 2. | 2024_TA_SMJ_022001902082_Lembar-Pengesahan.pdf | ||
| 3. | 2024_TA_SMJ_022001902082_Bab-1-Pendahuluan.pdf | ||
| 4. | 2024_TA_SMJ_022001902082_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2024_TA_SMJ_022001902082_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2024_TA_SMJ_022001902082_Bab-4-Analisis-dan--Pembahasan.pdf |
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| 7. | 2024_TA_SMJ_022001902082_Bab-5-Kesimpulan.pdf | ||
| 8. | 2024_TA_SMJ_022001902082_Daftar-Pustaka.pdf | ||
| 9. | 2024_TA_SMJ_022001902082_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis faktor-faktor yang meningkatkan perceived value pada marketplace dan dampaknya terhadap purchase intention. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 204 responden pria dan wanita, melalui online sebanyak 204 responden. Teknik pengambilan data yaitu purposive sampling dengan kriteria individu yang sering membeli produk di marketplace 3 kali dalam sebulan terakhir Alat analisis yang digunakan adalah Structure Equation Model (SEM) dengan menggunakan JASP versi 0.18.1.0. Hasil penelitian menemukan bahwa terdapat pengaruh positif product features terhadap perceived value, terdapat pengaruh positif content marketing terhadap perceived value, terdapat pengaruh positif e-service quality terhadap perceived value, serta terdapat pengaruh positif perceived value terhadap purchase intention. Saran untuk Penelitian selanjutnya diharapkan dapat menganalisis variabel lain yang dapat meningkatkan purchase intention seperti live streaming (Lin dan Shen, 2023)
T This research aims to analyze factors that increase perceived value in the marketplace and their impact on purchase intention. Data collection was carried out by distributing questionnaires to 204 male and female respondents, and online to 204 respondents. The data collection technique is purposive sampling with the criteria of individuals who often buy products on the marketplace 3 times in the last month. The analysis tool used is the Structure Equation Model (SEM) using JASP version 0.18.1.0. The research results found that there is a positive influence of product features towards perceived value, there is a positive influence of content marketing towards perceived value, there is a positive influence of e-service quality towards perceived value, and there is a positive influence of perceived value towards purchase intention. Suggestions for further research are expected to analyze other variables that can increase purchase intention, such as live streaming (Lin and Shen, 2023)
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Universitas
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