PENGARUH PERSEPSI HARGA DAN E-SERVICE QUALITY TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN PRODUK ELEKTRONIK DI E-COMMERCE DKI JAKARTA

Sapitri, Nur Mellinia (2023) PENGARUH PERSEPSI HARGA DAN E-SERVICE QUALITY TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN PRODUK ELEKTRONIK DI E-COMMERCE DKI JAKARTA. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui apakah terdapat Pengaruh Persepsi Harga Dan E-Service Quality Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian Produk Elektronik Di E-Commerce DKI Jakarta. Penelitian ini menggunakan jenis strategi asosiatif dengan pendekatan kuantitatif dan teknik pengumpulan data menggunakan kuesioner. Populasi dan sampel penelitian ini yang ditentukan berdasarkan metode purposive sampling dengan kriteria adalah pengguna E-Commerce yang domisili DKI Jakarta yang telah melakukan pembelian produk elektronik minimal satu kali dalam setahun yang berjumlah sebanyak 100 responden. Analisis data yang digunakan adalah metode Partial Least Square (PLS) software SmartPLS versi 4.0. Hasil penelitian membuktikan bahwa (1) Persepsi Harga Berpengaruh Terhadap Keputusan Pembelian, (2) Persepsi Harga Berpengaruh Terhadap Kepuasan Konsumen, (3) E-Service Quality Berpengaruh Terhadap Keputusan Pembelian, (4) E-Service Quality Berpengaruh Terhadap Kepuasan Konsumen, (5) Keputusan Pembelian Berpengaruh Terhadap Kepuasan Konsumen. (6) Persepsi Harga Berpengaruh Tidak Langsung terhadap Kepuasan Konsumen melalui Keputusan Pembelian. (7) E-Service Quality Berpengaruh Tidak Langsung Terhadap Kepuasan Konsumen melalui Keputusan Pembelian. This Study Aims To Determine Whether There Is An Effect Of Perceived Price And E-Service Quality On Consumer Satisfaction Through Purchasing Decisions For Electronic Products In E-Commerce DKI Jakarta. This Study Used An Associative Strategy With A Quantitative Approach, And The Data Collection Method Used A Questionnaire. The Population And Sample Of This Study Used The Purposive Sampling Method With The Criteria That Customers Is E-Commerce Users Domiciled In DKI Jakarta Who Has Purchased Electronic Products At Least Once A Year And Total Sample Is 100 Respondents. The Data Analysis Technique Used Was The Partial Least Square (PLS) Method, With Smartpls Version 4.0 Software. The Result Concluded (1) Price Perception Has A Effect On Purchase Decision, (2) Price Perception Has A Effect On Consumer Satisfaction, (3) E-Commerce Has A Effect On Purchase Decision, (4) E-Commerce Has A Effect On Consumer Satisfaction, (5) Purchasing Decision Has A Effect On Satisfaction Consumer. (6) Price Perception Has An Indirect Effect On Consumer Satisfaction Through Purchase Decision. (7) E-Service Quality Has An Indirect Effect On Consumer Satisfaction Through Purchase Decision.

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Aprileny, Imelda NIDN0324047401 imelda_aprileny@stei.ac.id
Subjects:	Manajemen > Manajemen Pemasaran
Depositing User:	NUR MELLINIA SAPITRI
Date Deposited:	31 Mar 2023 04:13
Last Modified:	31 Mar 2023 04:13
URI:	http://repository.stei.ac.id/id/eprint/9927

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