ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION PRODUK ELEKTONIK PADA PENGGUNA DATASCRIPMALL DI DKI JAKARTA

RIO DANUARTA SIHOMBING, . (2026) ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION PRODUK ELEKTONIK PADA PENGGUNA DATASCRIPMALL DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (1MB)
	Text Bab 1.pdf Download (1MB)
	Text Bab 2.pdf Restricted to Registered users only Download (666kB)
	Text Bab 3.pdf Restricted to Registered users only Download (498kB)
	Text BAB 4.pdf Restricted to Registered users only Download (741kB)
	Text Bab 5.pdf Restricted to Registered users only Download (383kB)
	Text Daftar Pustaka.pdf Download (386kB)
	Text Lampiran.pdf Restricted to Registered users only Download (945kB)

Abstract

Seiring dengan meningkatnya penetrasi internet dan adopsi teknologi digital, e-commerce berkembang pesat di Indonesia. Meskipun ada jaminan harga dan keaslian produk, masih terdapat masalah rendahnya purchase intention konsumen dalam konteks penjualan perangkat elektronik. Tujuan penelitian ini adalah untuk menguji variabel-variabel yang mempengaruhi purchase intention pengguna platform Datascripmall.id, dengan menekankan pentingnya influencer trustworthiness, influencer attractiveness, influencer expertise, platform quality, dan information quality. Pendekatan Structural Equation Modeling–Partial Least Square (SEM-PLS) digunakan dalam strategi studi kuantitatif, yang melibatkan penyampaian kuesioner kepada pengguna Datascripmall di DKI Jakarta. Hasil penelitian menunjukkan bahwa niat beli dipengaruhi secara positif dan signifikan oleh variabel influencer trustworthiness, influencer attractiveness, dan influencer expertise. Niat beli juga dipengaruhi secara signifikan oleh information quality dan platform quality, dengan platform quality sebagai faktor terbesar dalam model tersebut. Temuan ini menegaskan bahwa kepercayaan dan kredibilitas influencer, disertai dengan pengalaman pengguna yang baik di platform, berperan penting dalam membangun niat pembelian konsumen terhadap produk elektronik di Datascripmall.id. Oleh karena itu, peningkatan integritas komunikasi influencer dan perbaikan kualitas teknis serta informatif platform perlu menjadi fokus strategi pemasaran digital di masa mendatang. ***** With increasing internet penetration and digital technology adoption, e-commerce is growing rapidly in Indonesia. Despite price guarantees and product authenticity, low consumer purchase intention remains in the context of electronic device sales. The purpose of this study is to examine the variables influencing purchase intention of Datascripmall.id platform users, emphasizing the importance of influencer trustworthiness, influencer attractiveness, influencer expertise, platform quality, and information quality. The Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach was used in the quantitative study strategy, which involved distributing questionnaires to Datascripmall users in DKI Jakarta. The results showed that purchase intention was positively and significantly influenced by the variables influencer trustworthiness, influencer attractiveness, and influencer expertise. Purchase intention was also significantly influenced by information quality and platform quality, with platform quality being the largest factor in the model. These findings confirm that influencer trustworthiness and credibility, coupled with a good user experience on the platform, play a significant role in building consumer purchase intention for electronic products on Datascripmall.id. Therefore, enhancing the integrity of influencer communication and improving the technical and informative quality of the platform need to be a focus of future digital marketing strategies.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Diena Noviarini, M.M.Si. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Rio Danuarta Sihombing .
Date Deposited:	12 Feb 2026 04:08
Last Modified:	12 Feb 2026 04:08
URI:	http://repository.unj.ac.id/id/eprint/65315

Actions (login required)

View Item