PENGARUH MARKETPLACE AFFILIATE DI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK BUSANA

UMMI LATHIFAH, . (2023) PENGARUH MARKETPLACE AFFILIATE DI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK BUSANA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh marketplace affiliate di media sosial terhadap keputusan pembelian produk busana. Penelitian ini menggunakan metode survei dengan pendekatan kuantitatif dan desain penelitian kuantitatif asosiatif. Populasi dalam penelitian ini adalah konsumen yang berusia 18-34 tahun di wilayah JABODETABEK dan pernah membeli produk busana melalui link marketplace affiliate. Teknik pengambilan sampel dalam penelitian ini adalah non probability sampling dengan metode insindental, dan hasil yang didapatkan dalam sampel penelitian ini berjumlah 100 orang. Teknik pengumpulan data dilakukan menggunakan kuesioner dengan angket yang menggunakan skala likert. Pada variabel marketplace affiliate terdapat 34 item pernyataan dan variabel keputusan pembelian sebanyak 30 item. Teknik analisis yang digunakan adalah uji chi square. Hasil penelitian menunjukkan Asymp. Sig Pearson Chi Square sebesar 0.001 dengan nilai signifikansi p = 0.001 (p<0.05), maka dapat disimpulkan hasil dalam penelitian ini yaitu terdapat pengaruh yang signifikan pada marketplace affiliate terhadap keputusan pembelian produk busana. Kata Kunci: keputusan pembelian; marketplace affiliate; produk busana. ***** This study aims to see how the influence of marketplace affiliates on social media on purchasing decisions for fashion products. This research is a quantitative approach with a survey methode. This research design is associative quantitative. The population in this study are consumers aged 18-34 years in the JABODETABEK area and have purchased fashion products through marketplace affiliate links. The sampling technique in this study was non-probability sampling with the incindental method, and the results obtained in this research sample amounted to 100 people. The data collection technique was carried out using a questionnaire using a Likert scale. In the affiliate marketplace variable there are 34 statement items and 30 items of purchasing decision variables. The analysis technique used is the chi square test. The results showed Asymp. Sig Pearson Chi Square of 0.001 with a significance value of p = 0.001 (p <0.05), it can be concluded that the results in this study are that there is a significant influence on marketplace affiliates on purchasing decisions for fashion products. Keywords: purchasing decisions; marketplace affiliate; fashion products.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Melly Prabawati, M.Pd. ; 2). Esty Nurbaity Arrsyi, S.Pd., M.KM.
Subjects:	Manajemen > Manajemen Pemasaran Desain Kostum, Tata Busana > Tata Busana
Divisions:	FT > S1 Pendidikan Tata Busana
Depositing User:	Users 19674 not found.
Date Deposited:	01 Sep 2023 05:21
Last Modified:	01 Sep 2023 05:21
URI:	http://repository.unj.ac.id/id/eprint/40679

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