Analis pengaruh monetary value, quality of benefits value, status social value, information value, dan preference value terhadap purchase intention pada pengguna shopee

Lianto, Marcel Lucas (2022) Analis pengaruh monetary value, quality of benefits value, status social value, information value, dan preference value terhadap purchase intention pada pengguna shopee. Bachelor thesis, UNIVERSITAS PELITA HARAPAN.

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Abstract

Shopee merupakan e-commerce yang paling sering diingat, digunakan, dan memiliki nilai transaksi yang paling tinggi selama pandemi Covid-19. Shopee Apps juga merupakan aplikasi berperingkat pertama di Apps Store dan Play Store yang memberikan penawaran layanan yang dapat menentukan keinginan pelanggan untuk berbelanja melalui Shopee. Oleh karena itu, penting bagi Shopee untuk dapat mengetahui pengaruh consumption value terhadap purchase intention pengguna Shopee. Consumption value yang dteliti terdiri dari monetary value, quality of benefits value, status social value, information value, dan preference value. Penelitian ini dilakukan dengan jenis penelitian kausal dengan pendekatan penelitian kuantitatif. Penelitian ini dilakukan terhadap pengguna Shopee yang berdomisili di Kota Surabaya. Pengumpulan data dilakukan dengan mendistribusikan kuesioner kepada setiap konsumen. Teknik pengambilan sampel dilakukan secara snowball sampling. Kemudian teknik analisis yang dilakukan adalah structural equation modelling (SEM). Hasil penelitian membuktikan bahwa monetary value, quality of benefits value, status social value, information value, dan preference value berpengaruh positif signifikan terhadap purchase intention. Hasil penelitian juga menjelaskan bahwa diantara kelima aspek dari consumption value, monetary value menjadi aspek yang perlu diperhatikan utama oleh Shopee untuk dapat meningkatkan purchase intention pengguna Shopee. / Shopee is the e-commerce that is most often remembered, used, and has the highest transaction value during the Covid-19 pandemic. Shopee Apps is also the first ranked application in the Apps Store and Play Store that provides service offerings that can determine the customer's desire to shop through Shopee. Therefore, it is important for Shopee to know the effect of consumption value on the purchase intention of Shopee users. The consumption value studied consists of monetary value, quality of benefits value, status social value, information value, and preference value. This research was conducted with the type of causal research with a quantitative research approach. This research was conducted on Shopee users who live in the city of Surabaya. Data collection is done by distributing questionnaires to each consumer. The sampling technique was carried out by snowball sampling. Then the analysis technique used is structural equation modeling (SEM). The results of the study prove that monetary value, quality of benefits value, status social value, information value, and preference value have a significant positive effect on purchase intention. The results of the study also explain that among the five aspects of consumption value, monetary value is the main aspect that needs to be considered by Shopee to increase the purchase intention of Shopee users.

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