FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PADA PRODUK DESSERT DI WILAYAH JAKARTA

JANNATI ADENI YUHA, . (2024) FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PADA PRODUK DESSERT DI WILAYAH JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan dari penelitian ini adalah untuk menguji pengaruh viral marketing, perceived price, dan product quality terhadap perceived intention. Serta menguji pengaruh purchase intention terhadap purchase decision. Penelitian ini dilakukan di wilayah Jakarta, menggunakan metode survei dengan penyebaran kuesioner melalui Microsoft Form. Populasi yang digunakan dalam penelitian ini adalah pelanggan yang pernah melakukan pembelian produk Mixue sebanyak minimal dua kali, berdomisili di Jakarta dan berusia minimal 17 tahun. Penelitian ini menggunakan teknik pengambilan purposive sampling, dengan total sampel sebanyak 202 responden. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan teknik analisis SEM (Structural Equation Modelling). Temuan dari penelitian ini menunjukkan bahwa purchase intention dipengaruhi secara positif dan signifikan oleh viral marketing dan product quality. Purchase decision dipengaruhi secara positif dan signifikan oleh purchase intention. Purchase intention ditemukan tidak dipengaruhi secara signifikan oleh variabel perceived price. Variabel purchase decision ditemukan tidak dipengaruhi secara signifikan oleh viral marketing, perceived price, dan product quality. **** The aim of this research is to examine the influence of viral marketing, perceived price, and product quality on perceived intention. As well as testing the influence of purchase intention on purchase decisions. This research was conducted in the Jakarta area, using a survey method by distributing questionnaires via Microsoft Form. The population used in this research are customers who have purchased Mixue products at least twice, live in Jakarta and are at least 17 years old. This research used a purposive sampling technique, with a total sample of 202 respondents. The approach used in this research is a quantitative approach with SEM (Structural Equation Modeling) analysis techniques. The findings from this research show that purchase intention is influenced positively and significantly by viral marketing and product quality. Purchase decisions are influenced positively and significantly by purchase intention. Purchase intention was found not to be significantly influenced by the perceived price variable. The purchase decision variable was found not to be significantly influenced by viral marketing, perceived price and product quality. Keywords: Viral marketing, perceived price, product quality, purchase intention, and purchase decision.

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 Pendidikan Tata Niaga
Depositing User:	Users 22015 not found.
Date Deposited:	12 Feb 2024 01:17
Last Modified:	12 Feb 2024 01:17
URI:	http://repository.unj.ac.id/id/eprint/44698

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