MEMPREDIKSI FAKTOR YANG MEMPENGARUHI NIAT BELI KONSUMEN UNTUK BELANJA ONLINE SAAT PENJUAL LIVE STREAMING DI MEDIA SOSIAL

SYAFIRA AHSANTI, . (2022) MEMPREDIKSI FAKTOR YANG MEMPENGARUHI NIAT BELI KONSUMEN UNTUK BELANJA ONLINE SAAT PENJUAL LIVE STREAMING DI MEDIA SOSIAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Syafira Ahsanti, 2021; Memprediksi Faktor yang Mempengaruhi Niat Beli Konsumen untuk Belanja Online Saat Penjual Live Streaming di Media Sosial. Skripsi, Jakarta: Konsentrasi Manajemen Pemasaran, Program Studi S1 Manajemen, Fakultas Ekonomi, Universitas Negeri Jakarta. Tim Pembimbing: Usep Suhud, M.Si.,Ph.D dan Rahmi, S.E., M.S.M. Tujuan dari penelitian ini ialah untuk menguji pengaruh orientasi berbelanja, promosi penjualan dan kepercayaan terhadap niat beli untuk berbelanja online pada saat penjual sedang melakukan live streaming di media sosial. Metode pengumpulan data menggunakan metode survei berupa kuesioner melalui google form. Responden dalam penelitian ini ialah konsumen pengguna media sosial (17- 40 tahun) yang berdomisili di DKI Jakarta, gemar berbelanja online melalui media sosial dan berjumlah 200 responden. Teknik analisis data menggunakan AMOS versi 26 dan SPSS versi 26 untuk mengolah dan menganalisis data dari hasil penelitian. Hasil penelitian dapat menunjukkan variabel shopping orientation, online trust berpengaruh positif dan signifikan terhadap purchase intention. Variabel shopping orientation, sales promotion berpengaruh positif dan signifikan terhadap online trust. Variabel sales promotion tidak memiliki pengaruh apapun terhadap variabel purchase intention. Kata kunci: Shopping Orientation, Online Trust, Sales Promotion, Niat Beli untuk Belanja Online, Belanja Online saat Penjual Live Streaming. Syafira Ahsanti, 2021; Predicting Factors Affecting Consumer Purchase Intentions for Online Shopping when Sellers Live Streaming on Social Media. Thesis, Jakarta: Marketing Management Concentration, Management S1 Study Program, Faculty of Economics, State University of Jakarta. Advisory Team: Usep Suhud, M.Si.,Ph.D dan Rahmi, S.E., M.S.M. The purpose of this study was to examine the effect of shopping orientation, sales promotion and trust on purchase intention to shop online when the seller was live streaming on social media. The data collection method used a survey method in the form of a questionnaire via google form. Respondents in this study were consumers of social media users (17-40 years old) who lived in DKI Jakarta, liked to shop online through social media and found 200 respondents. The data analysis technique used AMOS version 26 and SPSS version 26 to process and analyze data from the research results. The results of the study can show that the variables of shopping orientation, online trust have a positive and significant effect on purchase intention. The variable of shopping orientation, sales promotion has a positive and significant effect on online trust. The sales promotion variable does not have any effect on the purchase intention variable. Keywords: Shopping Orientation, Online Trust, Sales Promotion, Purchase Intention for Online Shopping, Online Shopping when Seller Live Streaming

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si.,Ph.D 2). Rahmi, S.E., M.S.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 15397 not found.
Date Deposited:	06 Sep 2022 02:35
Last Modified:	06 Sep 2022 02:35
URI:	http://repository.unj.ac.id/id/eprint/34884

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