PENGARUH STORE IMAGE DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (Pengguna E-commerce Tokopedia di Jakarta Timur)

Pratiwi, Rai Safira (2022) PENGARUH STORE IMAGE DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (Pengguna E-commerce Tokopedia di Jakarta Timur). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

ABSTRAK Penelitian ini dilatar belakangi karena adanya perkembangan teknologi yang semakin maju sehingga membuat industri e-commerce di Indonesia terus mengalami perkembangan salah satunya e-commerce Tokopedia. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh store image dan promosi pada keputusan pembelian dengan minat beli sebagai variabel intervening pada e-commerce Tokopedia. Fokus objek ini adalah pengguna Tokopedia yang pernah berbelanja di e-commerce Tokopedia. Adapun metode yang digunakan yaitu kuantitatif dengan data primer yang diperoleh melalui penyebaran kuesioner. Teknik pengambilan sampel menggunakan purposive sampling dan jumlah responden dalam penelitian ini sebanyak 100 responden. Analisis data yang digunakan melalui uji instrumen, uji asumsi klasik, dan analisis jalur path. Hasil dari penelitian ini menunjukan bahwa store image dan promosi secara parsial dan simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil lain menunjukan bahwa variabel store image tidak berpengaruh terhadap minat beli sedangkan variabel promosi berpengaruh positif terhadap minat beli dan variabel minat beli memiliki pengaruh mediasi terhadap variabel independen lainnya. This research aimed to understand the emergence of e-commerce. E-commerce showed a complete change in traditional way of doing business. This changes became a tremendous growth around the globe and Indonesia is not an exception. Tokopedia has known as one of the booming e-commerce. The purpose of this undertaken study is to examine how the impact of store image and promotion on purchasing decision with buying interest as intervening variable. An experiential survey was conducted with Tokopedia users. The Quantitave methode with primary data obtained used through questioner distribution. While the sampling technique used purposive sampling and the number of respondents in this study were 100. By analyzing data through instrument testing, classical assumption test and path analysis, revealed that store image, promotion partially or simultaneously had a significant impact on purchasing decisions. However, another results showed that store image (as a variable) had no impact on buying interest while the promotion variable had a positive impact and the buying interest variable has on other independent (as an intervening variable).

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Aprileny, Imelda NIDN0324047401 imelda_aprileny@stei.ac.id
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Rai Safira Pratiwi
Date Deposited:	06 Jan 2023 07:37
Last Modified:	06 Jan 2023 07:37
URI:	http://repository.stei.ac.id/id/eprint/9363

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