Rahardika, Irwara (2023) PREFERENSI KONSUMEN DALAM BERBELANJA ONLINE DI MARKETPLACE (Studi Pada Para Pengguna Marketplace Di Cilincing). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan mengetauhi atribut apa yang paling dipertimbangkan oleh konsumen saat berbelanja di marketplace, level atribut apa yang lebih disukai dan level atribut apa yang kurang disukai, dan komposisi apa yang paling disukai konsumen dalam berbelanja di marketplace. Penelitian ini menggunakan jenis penelitian deskriptif pendekatan kuantitatif, dengan menggunakan metode analisis konjoin menggunakan software SPSS Versi 23.0. Metode pengumpulan data menggunakan survei dengan instrument kuesioner yang disebarkan secara online dan offline yang diukur dengan menggunakan skala rating. Metode pengambilan sampel menggunakan teknik purposive sampling dengan kriteriakonsumen yangpernah berbelanja di marketplace domisili cilincing denganber jumlah 100 responden. Hasil penelitian membuktikan bahwa atribut yang paling dipertimbangkan adalah sistem pembayaran dan yang kurang dipertimbangkan adalah kemudahan, level atribut dan komposisi yang disukai konsumen ialah kualitas produk, harga dibawah Rp100.000, promosi gratis ongkos kirim, kemudahan pemesanan barang dan pembayaran melalui transfer bank. This research aims to knowwhat attributes are most considered by consumers when shopping in the marketplace, what level of attributes are preferred and what level of attributes are preferred by consumers, and what composition is most preferred by consumers when shopping in the marketplace. This research uses descriptive research with a quantitative approach, using the conjoint analysis method using SPSS Version 23.0 software. The data collection method uses a survey with a questionnaire instrument that is distributed online and offline which is measured using a rating scale. The sampling method uses a purposive sampling technique with the criteria of consumers who have shopped at the Cilincing domicile marketplace with a total of 100 respondents. The research results prove thatthe most considered attribute is the payment system and the least considered is convenience, the level of attributes and composition that consumers like is product quality, prices below IDR 100,000, free shipping promotions, ease of ordering goods and payment via bank transfer.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Irwara Rahardika | ||||||||
| Date Deposited: | 12 May 2023 21:35 | ||||||||
| Last Modified: | 12 May 2023 21:35 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/10066 |
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