PENGARUH KUALITAS DESAIN WEBSITE DAN KESADARAN MEREK TERHADAP NIAT BELI KONSUMEN PADA SITUS JUAL BELI ONLINE

FARASHANTY ALLIYASIH, . (2020) PENGARUH KUALITAS DESAIN WEBSITE DAN KESADARAN MEREK TERHADAP NIAT BELI KONSUMEN PADA SITUS JUAL BELI ONLINE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Farashanty Alliyasih. 2020. 1705617122. Pengaruh kualitas desain website dan kesadaran merek terhadap niat beli konsumen pada situs jual beli online. Jakarta: Program studi S1 Manajemen Alih Program, Konsentrasi Pemasaran, Fakultas Ekonomi, Universitas Negeri Jakarta. Tim Pembimbing: Dra. Basrah Saidani, M,Si & Shandy Aditya BIB MPBS. Tujuan penelitian ini adalah: 1) Untuk mengetahui kualitas desain website berpengaruh secara signifikan terhadap niat beli, 2) Untuk mengetahui kualitas desain website berpengaruh secara signifikan terhadap kesadaran merek, 3) Untuk mengetahui kesadaran merek berpengaruh secara signifikan terhadap niat beli. Metode pengumpulan data menggunakan metode survei dengan instrumen berupa kuesioner. Objek penelitian ini berjumlah 200 orang dengan menggunakan teknik pengambilan sampel yaitu purposive sampling, sampel penelitian ini adalah pengguna internet yang pernah mengakses website Bukalapak.com, dan belum pernah melakukan pembelian di Bukalapak.com. Analisis data dalam penelitian ini menggunakan software SPSS versi 24 dan analisis metode Structural Equation Model (SEM) dengan menggunakan AMOS versi 22. Hasil penelitian menunjukan bahwa semua hipotesis dalam penelitian ini diterima. Kata Kunci: Kualitas Desain Website, Kesadaran Merek, Niat beli, Bukalapak, SEM Farashanty Alliyasih. 2020: 1705617122. The Influence of Website Design Quality and Brand Awareneness on Consumer Purchase Intention on Online Market Place. Jakarta: Study Program of S1 Management, Faculty of Economics, Jakarta State University. Advisory Team: Dra. Basrah Saidani, M,Si & Shandy Aditya BIB MPBS. The purpose of this research are: 1) to determine the effect of website design quality has a significant effect on purchase intention, 2) to determine the effect of website design quality has a significant effect on brand awareness 3) to determine the effect of brand awareness has a significant effect on purchase intention. Methods of collecting data using survey with instruments in the form of questionnaires. The object of this study were 200 respondents with purposive sampling. The sample of this study is internet users who have accessed the Bukalapak.com website, and never made a purchase on Bukalapak.com. Data analysis using SPSS Software version 24 and using AMOS version 22. The results showed that all hypotheses could be accepted. Keywords: Website Design Quality, Brand Awareness, Purchase Intention, Bukalapak. SEM

Item Type: Thesis (Sarjana)
Additional Information: 1) Dra. Basrah Saidani, M,Si 2) Shandy Aditya BIB MPBS.
Subjects: Manajemen > Manajemen Pemasaran
Manajemen > Perilaku Konsumen
Divisions: FE > S1 Manajemen
Depositing User: Users 955 not found.
Date Deposited: 12 Mar 2020 14:09
Last Modified: 28 Jul 2022 02:18
URI: http://repository.unj.ac.id/id/eprint/4231

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