ANALISIS TURUNNYA MINAT BELI KONSUMEN PADA JASA PENGIRIMAN PT POS INDONESIA (PERSERO) CABANG KUNINGAN JAWA BARAT

MEISAR SELVIANINGRUM, . (2026) ANALISIS TURUNNYA MINAT BELI KONSUMEN PADA JASA PENGIRIMAN PT POS INDONESIA (PERSERO) CABANG KUNINGAN JAWA BARAT. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (790kB)
	Text BAB I.pdf Download (490kB)
	Text BAB II.pdf Restricted to Registered users only Download (398kB) | Request a copy
	Text BAB III.pdf Restricted to Registered users only Download (379kB) | Request a copy
	Text BAB IV.pdf Restricted to Registered users only Download (510kB) | Request a copy
	Text BAB V.pdf Restricted to Registered users only Download (288kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (236kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (1MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang menyebabkan penurunan minat beli konsumen pada jasa pengiriman PT Pos Indonesia (Persero) Cabang Kuningan, Jawa Barat. Penelitian menggunakan pendekatan kuantitatif dengan analisis deskriptif dan teknik purposive sampling terhadap 104 responden. Minat beli dianalisis melalui dimensi eksploratif, referensial, preferensial, dan transaksional yang dikaji berdasarkan Theory of Planned Behavior (TPB), meliputi attitude toward behavior, subjective norms, dan perceived behavioral control. Hasil penelitian menunjukkan bahwa attitude toward behavior, perceived behavioral control, minat referensial, dan minat preferensial berada pada kategori tidak baik, minat transaksional sangat tidak baik, sedangkan subjective norms dan minat eksploratif tergolong cukup baik. Temuan ini menunjukkan bahwa penurunan minat beli dipengaruhi oleh rendahnya niat konsumen, lemahnya tingkat preferensi dan rekomendasi konsumen, serta kurangnya persepsi kemudahan, kepercayaan, dan sikap positif terhadap kualitas layanan yang diberikan. ***** This study aims to identify the factors contributing to the decline in consumer purchase intention toward the delivery services of PT Pos Indonesia (Persero), Kuningan Branch, West Java. The research employs a quantitative approach using descriptive analysis and purposive sampling, involving 104 respondents. Purchase intention is analyzed through explorative, referential, preferential, and transactional dimensions, examined based on the Theory of Planned Behavior (TPB), which includes attitude toward behavior, subjective norms, and perceived behavioral control. The results indicate that attitude toward behavior, perceived behavioral control, referential intention, and preferential intention fall into the poor category, transactional intention is categorized as very poor, while subjective norms and explorative intention are classified as fair. This finding indicates that the decline in purchase intention is influenced by low consumer intention, weak levels of consumer preference and recommendation, as well as a lack of perceived ease, trust, and positive attitudes toward the quality of services provided.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, SE, M.Si., Ph.D. ; 2). Nofriska Krissanya, S.E., M.B.A, CHRP.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Meisar Selvianingrum .
Date Deposited:	05 Feb 2026 07:08
Last Modified:	05 Feb 2026 07:08
URI:	http://repository.unj.ac.id/id/eprint/64941

Actions (login required)

View Item