Pengaruh sales promotion terhadap online shopping yang di moderasi oleh online brand trust
Info Katalog
File Repositori
Nomor Panggil : 2019_TA_M J_022141293
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Ayu Ekasari
Subyek : Electronic commerce;Sales promotion
Kata Kunci : sales promotion, online brand trust, and online shopping.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2019_TA_MJ_022141293_Halaman-Judul.pdf | ||
| 2. | 2019_TA_MJ_022141293_Bab-1.pdf | ||
| 3. | 2019_TA_MJ_022141293_Bab-2`.pdf |
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| 4. | 2019_TA_MJ_022141293_Bab-3.pdf |
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| 5. | 2019_TA_MJ_022141293_Bab-4.pdf |
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| 6. | 2019_TA_MJ_022141293_Bab-5.pdf |
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| 7. | 2019_TA_MJ_022141293_Daftar-Pustaka.pdf | ||
| 8. | 2019_TA_MJ_022141293_Lampiran.pdf |
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P enelitian ini dilakukan untuk mengetahui pengaruh Sales Promotion terhadap Online Shopping yang dimoderasi oleh Online Brand Trust. Data yang dikumpulkan dalam penelitian ini langsung melalui penyebaran kuesioner kepada 210 orang responden. Teknik pengambilan sampel dalam penelitian ini menggunakan purposive sampling. Uji hipotesis yang digunakan dalam penelitian ini adalah menggunakan analisis SEM (Structural Equation Model). Hasil penelitian ini membuktikan bahwa terdapat pengaruh Sales Promotion terhadap Online Shopping yang dimoderasi oleh Online Brand Trust. Penelitian ini juga membuktikan bahwa Online Brand Trust sebagai model variabel yang memoderasi pengaruh Sales Promotion terhadap Online Shopping. Penelitian ini menghasilkan implikasi bagi pengelola Online Retailer dalam menciptakan Online Brand Trust pada konsumen.
T his research was conducted to determine the effect of Sales Promotion on Online Shopping which is moderated by Online Brand Trust. Data collected in this study directly through the distribution of questionnaires to 210 respondents. The sampling technique in this study used purposive sampling. Hypothesis testing used in this study is to use SEM analysis (Structural Equation Model). The results of this study prove that there is an influence of Sales Promotion on Online Shopping which is moderated by the Online Brand Trust. This study also proves that Online Brand Trust is a variable model that moderates the effect of Sales Promotion on Online Shopping. This research has implications for Online Retailer managers in creating Online Brand Trust in consumers.
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