ANALISIS MINAT PEMBELIAN DARI PELANGGAN TOKO DARING DAN PELANGGAN TOKO LURING (STUDI GENERASI Z DI JAKARTA)

WANNA MELANIE VANESHA, . (2025) ANALISIS MINAT PEMBELIAN DARI PELANGGAN TOKO DARING DAN PELANGGAN TOKO LURING (STUDI GENERASI Z DI JAKARTA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

WANNA MELANIE VANESHA. Analisis Minat Pembelian dari Pelanggan Toko Daring dan Pelanggan Toko Luring (Studi Generasi Z di Jakarta). Skripsi, DKI Jakarta: Program Studi Pemasaran Digital, Fakultas Ekonomi, Universitas Negeri Jakarta. Tim Pembimbing: Dr. Edo Siregar, S.E., M.B.A dan Shandy Aditya BIB., MPBS. Penelitian ini bertujuan untuk menganalisis pengaruh minat pembelian terhadap perilaku pembelian dari pelanggan Toko Daring dan pelanggan Toko Luring di Jakarta. Dalam era digitalisasi yang semakin pesat, perubahan perilaku konsumen dalam berbelanja, baik secara daring maupun luring, menimbulkan tantangan bagi pelaku bisnis. Penelitian ini menggunakan pendekatan kuantitatif dengan desain survei, di mana data dikumpulkan melalui kuesioner yang disebarkan kepada 100 responden yang merupakan pengguna aktif Toko Daring dan pelanggan Toko Luring di Jakarta. Data yang terkumpul dianalisis menggunakan software SPSS (Stastical Program for Social Sciene). Hasil analisis menunjukkan bahwa minat pembelian baik Toko Daring maupun Toko Luring memiliki pengaruh lebih dominan pada customer Toko Daring, yang menunjukkan bahwa faktor-faktor seperti kemudahan akses pada aksesibilitas, variasi produk, dan promosi daring sangat berpengaruh dalam menarik minat beli. Sebaliknya, pelanggan Toko Luring lebih dipengaruhi oleh pengalaman langsung dan interaksi sosial saat berbelanja. Penelitian ini memberikan wawasan bagi pelaku bisnis untuk merumuskan strategi pemasaran yang lebih efektif, dengan mempertimbangkan karakteristik dan preferensi masing-masing segmen konsumen. Kata Kunci: Toko luring, Toko daring, minat beli, aksesibilitas, prefrensi sosial ***** WANNA MELANIE VANESHA. Analysis of Purchase Interest from Online Store Customers and Offline Store Customers (Generation Z Study in Jakarta). Thesis, DKI Jakarta: Digital Marketing Study Program, Faculty of Economics, Jakarta State University. Advisory Team: Dr. Edo Siregar, S.E., M.B.A and Shandy Aditya BIB., MPBS This study aims to analyze the influence of purchase interest on the purchasing behavior of online store customers and offline store customers in Jakarta. In the era of increasingly rapid digitalization, changes in consumer behavior in shopping, both online and offline, pose challenges for business actors. This study uses a quantitative approach with a survey design, where data is collected through questionnaires distributed to 100 respondents who are active users of online stores and offline store customers in Jakarta. The collected data were analyzed using SPSS (Stastical Program for Social Science) software. The results of the analysis show that purchase interest in both online and offline stores has a more dominant influence on online store customers, which shows that factors such as ease of access to accessibility, product variety, and online promotions are very influential in attracting purchase interest. Conversely, offline store customers are more influenced by direct experience and social interaction when shopping. This study provides insight for business actors to formulate more effective marketing strategies, taking into account the characteristics and preferences of each consumer segment. Keywords: Offline store, Online store, purchase interest, accessibility, social prefe

Item Type:	Thesis (Sarjana)
Additional Information:	1) Dr. M. Edo Suryawan Siregar, S.E., M.B.A. 2) Shandy Aditya BIB., MPBS.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Wanna Melanie Vanesha .
Date Deposited:	17 Jul 2025 02:09
Last Modified:	17 Jul 2025 02:09
URI:	http://repository.unj.ac.id/id/eprint/56604

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