PENGARUH PERSEPSI NILAI, PERSEPSI KEGUNAAN, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA PADA KEPUASAN PELANGGAN DI KALANGAN GENERASI Z (STUDI PADA FITUR PREMIUM DATING APP BUMBLE)

SITI SARAH NURUL ILMI, . (2024) PENGARUH PERSEPSI NILAI, PERSEPSI KEGUNAAN, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA PADA KEPUASAN PELANGGAN DI KALANGAN GENERASI Z (STUDI PADA FITUR PREMIUM DATING APP BUMBLE). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilakukan untuk mengetahui pengaruh persepsi nilai, persepsi kegunaan, dan persepsi harga terhadap keputusan pembelian serta dampaknya terhadap kepuasan pelanggan di kalangan generasi Z dengan studi pada fitur premium dating app Bumble. Jenis penelitian ini yaitu penelitian kuantitatif dengan metode survey melalui kuesioner yang disebarkan secara daring, dengan populasi yang digunakan adalah generasi Z yang berdomisili di Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi). Teknik pengambilan sampel yang digunakan adalah teknik purposive sampling dengan jumlah sampel sebanyak 216 responden. Teknik analisis yang digunakan untuk mengolah data adalah Structural Equation Modeling (SEM) dengan software SmartPLS. Melalui teknik-teknik analisis tersebut didapatkan hasil bahwa seluruh indikator dalam pengujian sudah valid dan reliabel, serta variabel persepsi nilai berpengaruh signifikan terhadap kepuasan pelanggan, variabel persepsi kegunaan dan persepsi harga berpengaruh signifikan terhadap kepuasan pelanggan, lalu variabel persepsi nilai dan persepsi kegunaan berpengaruh tidak signifikan terhadap keputusan pembelian, variabel persepsi harga berpengaruh signfikan terhadap keputusan pembelian, lalu variabel keputusan pembelian berpengaruh signifikan terhadap kepuasan pelanggan, lalu variabel persepsi nilai dan persepsi kegunaan tidak berpengaruh signifikan terhadap kepuasan pelanggan melalui keputusan pembelian, dan variabel persepsi harga berpengaruh signifikan terhadap kepuasan pelanggan terhadap keputusan pembelian. Kata kunci: Persepsi nilai, persepsi kegunaan, persepsi harga, keputusan pembelian, kepuasan pelanggan, Bumble ***** This study was conducted to determine the effect of perceived value, perceived usefulness, and perceived price on purchasing decisions and their impact on customer satisfaction among generation Z with a study on the premium dating app Bumble. This type of research is quantitative research with a survey method through a questionnaire distributed online, with the population used being generation Z who live in Jabodetabek.(Jakarta, Bogor, Depok, Tangerang, Bekasi). The sampling technique used was purposive sampling technique with a total sample size of 216 respondents. The analysis technique used to process data is Structural Equation Modeling (SEM) with SmartPLS software. Through these analysis techniques, the results show that all indicators in the test are valid and reliable, and the perceived value variable has a significant effect on customer satisfaction, the perceived usefulness and perceived price variables have a significant effect on customer satisfaction, then the perceived value and perceived usefulness variables have an insignificant effect on purchasing decisions, the perceived price variable has a significant effect on purchasing decisions, then the purchasing decision variable has a significant effect on customer satisfaction, then the perceived value and perceived usefulness variables have no significant effect on customer satisfaction through purchasing decisions, and the perceived price variable has a significant effect on customer satisfaction on purchasing decisions. Keywords: Perceived value, perceived usefulness, perceived price, purchase decision, customer satisfaction, Bumble

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, M.Bus ; 2). Nadya Fadillah Fidhyallah, S.Pd., M.Pd.
Subjects:	Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 24932 not found.
Date Deposited:	09 Aug 2024 00:22
Last Modified:	09 Aug 2024 00:22
URI:	http://repository.unj.ac.id/id/eprint/49445

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