Giovani, Cavin (2022) Pengaruh faktor easiness, quality of service, price, quality of information, brand image, secure transaction, dan promotion terhadap purchase decision di Tokopedia di Jakarta. Masters thesis, Universitas Pelita Harapan.
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Abstract
Dengan teknologi yang semakin berkembang, dapat dilihat pengaruhnya terhadap gaya hidup masyarakat di seluruh dunia. Dimana pada saat ini salah satu gaya hidup yang paling dipengaruhi adalah cara masyarakat berbelanja yang semakin berubah dari berbelanja dalam tempat menjadi berbelanja menggunakan e-commerce atau marketplace. Penelitian ini bertujuan untuk mengetahui pengaruh easiness, quality of service, price, quality of information, brand image, secure transaction, dan promotion terhadap purchase decision pada Tokopedia di Jakarta. Penurunan jumlah pengujung selama tahun 2020 di Tokopedia menjadi alasan dilakukannya penelitian ini yang mana Tokopedia akhirnya berhasil dikalahkan oleh kompetitornya. Penelitian ini dilakukan di Jakarta dengan 229 responden yang pernah berbelanja di Tokopedia. Pengumpulan data dilakukan dengan menyebarkan kuesioner dengan menggunakan Skala Likert 1-5. Analisis data menggunakan metode SEM berbasis PLS. Hasil penelitian ini menunjukkan bahwa easiness, quality of information, brand image, dan secure transaction memiliki pengaruh positif terhadap purchase decision. Adapun implikasi praktis dari penelitian ini adalah purchase decision dapat ditingkatkan dengan meningkatkan easiness, quality of information, brand image, dan secure transaction.
| Item Type: | Thesis (Masters) | ||||||||
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| Uncontrolled Keywords: | Brand Image ; Easiness ; Marketplace ; Price ; Promotion ; Purchase Decision ; Secure Transaction ; Quality of Information ; Quality of Service | ||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management Current > Faculty/School - UPH Karawaci > Business School > Master of Management |
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| Depositing User: | Users 22048 not found. | ||||||||
| Date Deposited: | 10 Jan 2023 05:56 | ||||||||
| Last Modified: | 09 Mar 2023 03:13 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/52269 |
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