PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, KEPERCAYAAN, DAN ADVERTISING VISUAL DESIGN TERHADAP NIAT BELI PRODUK PADA BISNIS ONLINE SHOPEE (Studi Pada Mahasiswa Universitas Stikubank Semarang)

Kesuma, Rizky Amalia (2021) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, KEPERCAYAAN, DAN ADVERTISING VISUAL DESIGN TERHADAP NIAT BELI PRODUK PADA BISNIS ONLINE SHOPEE (Studi Pada Mahasiswa Universitas Stikubank Semarang). Undergraduate thesis, Universitas Stikubank.

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Abstract

Penelitian ini memiliki tujuan untuk meneliti tentang pengaruh kualitas produk, harga, kepercayaan konsumen, dan advertising visual design terhadap niat beli pada bisnis online Shopee. Penelitian ini menggunakan kuesioner sebagai metode pengumpulan data yang telah diambil sampel sebanyak 326 responden. Data yang digunakan dalam penelitian ini adalah data primer dengan kuesioner sebagai instrumen dan pengukurannya menggunakan skala Likert yang diolah secara statistik menggunakan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif terhadap niat beli, persepsi harga berpengaruh positif terhadap niat beli, kepercayaan berpengaruh positif terhadap niat beli, dan advertising visual design berpengaruh positif terhadap niat beli. ABSTRACT This study aims to examine the effect of product quality, price, consumer trust, and visual advertising design on purchase intention in Shopee's online business. This study uses a questionnaire as a method of data that has been taken as many as 326 respondents. The data used in this study are primary data with a questionnaire as an instrument and the measurement uses a Likert scale which is processed statistically using multiple linear regression analysis. The results showed that product quality had a positive effect on purchase intention, price had a positive effect on purchase intention, trust had a positive effect on purchase intention, and visual advertising design had a positive effect on purchase intention.

Item Type:	Thesis (Undergraduate)
Additional Information:	SKR.V.05.51.1824-NIM 16.05.51.0135
Uncontrolled Keywords:	Kata kunci: Kualitas Produk, Persepsi Harga, Kepercayaan, Advertising Visual Design, Niat Beli
Subjects:	H Social Sciences > H Social Sciences (General)
Faculty / Institution:	Fakultas Ekonomika dan Bisnis > Program Studi Manajemen
Depositing User:	Lisa Noviani Maghfiroh
Date Deposited:	04 Jun 2021 03:18
Last Modified:	04 Jun 2021 03:18
URI:	https://eprints.unisbank.ac.id/id/eprint/7779

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