ALISSA SHALMA, . (2025) FAKTOR-FAKTOR YANG MEMENGARUHI NIAT DAN KEPUTUSAN PEMBELIAN SECARA ONLINE PRODUK CUSHION SKINTIFIC DI TIKTOK SHOP. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Penelitian ini dilakukan dengan tujuan untuk mengidentifikasi berbagai faktor yang memengaruhi niat serta keputusan konsumen dalam melakukan pembelian secara online. Penelitian ini menggunakan pendekatan kuantitatif, di mana data diperoleh melalui penyebaran kuesioner digital menggunakan Google Form kepada 255 responden yang telah memenuhi kriteria yang telah ditentukan. Proses analisis data dilakukan menggunakan pendekatan Structural Equation Modeling (SEM) dengan dukungan perangkat lunak SPSS dan AMOS. Temuan penelitian menunjukkan bahwa teknologi virtual try-on, electronic word of mouth (e-wom), dan strategi pemasaran viral memiliki dampak positif dan signifikan terhadap niat pembelian online maupun keputusan pembelian online. Selain itu, niat pembelian online juga terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian. Dengan demikian, hasil penelitian ini menegaskan bahwa penerapan teknologi virtual try-on, kekuatan e-wom, dan efektivitas pemasaran viral merupakan elemen penting yang dapat mendorong peningkatan niat serta keputusan pembelian produk cushion Skintific melalui platform TikTok Shop. ***** This research was conducted with the aim of identifying various factors that influence consumer intentions and decisions in making online purchases. This research uses a quantitative approach, where data is obtained by distributing digital questionnaires using Google Form to 255 respondents who have met the specified criteria. The data analysis process was carried out using the Structural Equation Modeling (SEM) approach with the support of SPSS and AMOS software. Research findings show that virtual try-on technology, electronic word of mouth (e-wom), and viral marketing strategies have a positive and significant impact on online purchasing intentions and online purchasing decisions. Apart from that, online purchasing intentions have also been proven to have a positive and significant influence on purchasing decisions. Thus, the results of this research confirm that the application of virtual try-on technology, the power of e-wom, and the effectiveness of viral marketing are important elements that can encourage increased intentions and purchasing decisions for Skintific bearing products through the TikTok Shop platform.
Item Type: | Thesis (Sarjana) |
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Additional Information: | 1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Meta Bara Berutu, S.E., M.M. |
Subjects: | Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran |
Divisions: | FE > S1 Bisnis Digital |
Depositing User: | Alissa Shalma . |
Date Deposited: | 04 Aug 2025 04:10 |
Last Modified: | 04 Aug 2025 04:10 |
URI: | http://repository.unj.ac.id/id/eprint/57530 |
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