PENGARUH INTERPERSONAL INFLUENCE, VISUAL APPEAL, DAN PORTABILITY TERHADAP PURCHASE INTENTION PRODUK BARENBLISS DI PLATFORM M-COMMERCE SHOPEE MELALUI HEDONIC DAN UTILITARIAN WEB BROWSING

AMELIA SASMITA DEWI, . (2025) PENGARUH INTERPERSONAL INFLUENCE, VISUAL APPEAL, DAN PORTABILITY TERHADAP PURCHASE INTENTION PRODUK BARENBLISS DI PLATFORM M-COMMERCE SHOPEE MELALUI HEDONIC DAN UTILITARIAN WEB BROWSING. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis dan menjelaskan pengaruh interpersonal influence, visual appeal, dan portability terhadap purchase intention konsumen terhadap produk Barenbliss melalui m-commerce Shopee, dengan mempertimbangkan peran mediasi dari hedonic web browsing dan utilitarian web browsing. Penelitian ini menggunakan metode penelitian kuantitatif dengan menyebarkan angket atau kuesioner kepada responden yang dikumpulkan secara online dengan menggunakan Google Form. Teknik pengumpulan data dalam penelitian ini menggunakan teknik purposive sampling yang merupakan salah satu metode pengambilan sampel non probability non probability sampling dengan jumlah sampe yang kumpulkan sebanyak 343 responden yang menggunakan aplikasi Shopee di DKI Jakarta. Teknik Analisis data yang digunakan adalah PLS-SEM dengan bantuan SmartPLS Versi 4.0. Hasil penelitiain ini menunjukkan bahwa interpersonal influence terhadap hedonic web browsing, interpersonal influence terhadap utilitarian web browsing, visual appeal terhadap hedonic web browsing, visual appeal terhadap utilitarian web browsing, potability terhadap hedonic web browsing, portability terhadap utilitarian web browsing, hedonic web browsing terhadap purchase intention, utilitarian web browsing terhadap purchase intention, interpersonal influence terhadap purchase intention, visual appeal terhadap purchase intention, portability terhadap purchase intention, interpersonal influence terhadap purchase intention melalui hedonic web browsing, interpersonal influence terhadap purchase intention melalui utilitarian web browsing, visual appeal terhadap purchase intention melalui hedonic web browsing, visual appeal terhadap purchase intention melalui utilitarian web browsing, portability terhadap purchase intention melalui hedonic web browsing, portability terhadap purchase intention melalui utilitarian web browsing berpengaruh positif dan signifikan. Kata Kunci: interpersonal influence, visual appeal, portability, hedonic web browsing, utilitarian web browsing, purchase intention. ***** This study aims to analyze and explain the effect of interpersonal influence, visual appeal, and portability on consumer purchase intention for Barenbliss products through Shopee m-commerce, by considering the mediating role of hedonic web browsing and utilitarian web browsing. This study uses quantitative research methods by distributing questionnaires to respondents who are collected online using Google Form. The data collection technique in this study uses purposive sampling technique which is one of the non-probability non-probability sampling methods with a total sample size of 343 respondents who use the Shopee application in DKI Jakarta. The data analysis technique used is PLS-SEM with the help of SmartPLS Version 4.0. The results of this study indicate that interpersonal influence on hedonic web browsing, interpersonal influence on utilitarian web browsing, visual appeal on hedonic web browsing, visual appeal on utilitarian web browsing, potability on hedonic web browsing, portability on utilitarian web browsing, hedonic web browsing on purchase intention, utilitarian web browsing on purchase intention, interpersonal influence on purchase intention, visual appeal on purchase intention, portability on purchase intention, interpersonal influence on purchase intention through hedonic web browsing, interpersonal influence on purchase intention through utilitarian web browsing, visual appeal on purchase intention through hedonic web browsing, visual appeal on purchase intention through utilitarian web browsing, portability on purchase intention through hedonic web browsing, portability on purchase intention through utilitarian web browsing have a positive and significant effect. Keywords: interpersonal influence, visual appeal, portability, hedonic web browsing, utilitarian web browsing, purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Terrylina Arvinta Monoarfa, S.E., M.M. ; 2). Daru Putri Kusumaningtyas, S.E., M.Han.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Amelia Sasmita Dewi .
Date Deposited:	05 Aug 2025 02:54
Last Modified:	05 Aug 2025 02:54
URI:	http://repository.unj.ac.id/id/eprint/57842

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