REYZA FAHRAZI LAMANI, . (2022) PENGARUH SOSIAL MEDIA DAN VARIASI PRODUK TERHADAP KEINGINAN MEMBELI MELALUI KEPERCAYAAN: PENELITIAN TERHADAP E-COMMERCE DI INDONESIA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari Sosial Media dan Variasi Produk dan Keinginan Membeli, serta pengaruh Kepercayaan terhadap Keinginan Membeli. Metode pengumpulan data menggunakan survey dengan instrument berupa kuesioner yang disebarkan kepada 215 responden yang pernah pernah mengunjungi laman website e-commerce Lazada. Data pada penelitian ini diolah menggunakan perangkat lunak SPSS dan Lisrel, dan dianalisis dengan teknik Structural Equation Modelling. Hasil penelitian menunjukan bahwa Sosial Media berpengaruh positif terhadap Kepercayaan, Variasi Produk berpengaruh positif terhadap Kepercayaan, Sosial Media berpengaruh positif terhadap Keinginan Membeli, Variasi Produk berpengaruh positif terhadap Keinginan Membeli, dan Kepercayaan berpengaruh positif terhadap Keinginan Membeli. ************************************************ The purpose of this study was to determine the effect of social media and product variety on trust and purchase intention, and also the effect of trust on purchase intention. Methods of data collection using a survey with an instrument in the form of a questionnaire distributed to 215 respondents who have visited e-commerce website of Lazada. The data in this study were processed using SPSS and LISREL software and were analyzed using the Structural Equation Modeling technique. The results showed that Social Media had a positive effect on Trust, Product Variety had a positive effect on Trust, Social Media had a positive effect on Purchase Intention, Product Variety had a positive effect on Purchase Intention, and Trust had positive effects on Purchase Intention
| Item Type: | Thesis (Sarjana) |
|---|---|
| Additional Information: | 1). Dr. Mohamad Rizan, M.M. ; 2). Agung Kresnamurti Rivai P, S.T., M.M. |
| Subjects: | Manajemen > Manajemen Sumber Daya Manusia |
| Divisions: | FE > S1 Manajemen |
| Depositing User: | PKL . |
| Date Deposited: | 06 Oct 2024 22:59 |
| Last Modified: | 06 Oct 2024 22:59 |
| URI: | http://repository.unj.ac.id/id/eprint/51275 |
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