Analisa pengaruh dari kualitas produk, harga, promosi, serta citra merek terhadap niat beli di Tokopedia

Culver, Vincent Valentino (2024) Analisa pengaruh dari kualitas produk, harga, promosi, serta citra merek terhadap niat beli di Tokopedia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengeksplorasi pengaruh kualitas produk, harga, promosi, dan citra merek terhadap niat beli di platform e-commerce Tokopedia. Dengan pendekatan kuantitatif, penelitian menggunakan metode purposive sampling dengan 160 responden yang merupakan pengguna Tokopedia dan telah melakukan pembelian atau penggunaan produk dalam satu tahun terakhir. Pengumpulan data dilakukan melalui kuesioner dengan skala likert 5 poin. Hasil penelitian menggunakan Partial Least Square (PLS) melalui SmartPLS 4.1.0 menunjukkan temuan yang signifikan. Hipotesis pertama menegaskan pengaruh positif kualitas produk terhadap niat beli, sementara hipotesis kedua mengonfirmasi pengaruh positif harga terhadap niat beli. Temuan juga mendukung hipotesis ketiga yang menyatakan adanya pengaruh positif promosi terhadap niat beli. Hipotesis keempat menunjukkan bahwa citra merek produk juga berpengaruh positif terhadap niat beli. Penelitian ini memberikan wawasan yang berharga bagi pengelola Tokopedia dan praktisi pemasaran dalam merancang strategi yang efektif. Penekanan pada peningkatan kualitas produk melalui riset dan pengembangan diiringi dengan penetapan harga yang kompetitif dapat meningkatkan niat beli konsumen. Selain itu, strategi promosi yang efektif dan pembangunan citra merek yang kuat juga diperlukan untuk meningkatkan kesadaran dan preferensi konsumen terhadap produk Tokopedia. Dengan pemahaman yang mendalam tentang faktor-faktor yang memengaruhi niat beli konsumen di platform e-commerce, perusahaan dapat mengoptimalkan strategi pemasaran mereka untuk memperkuat posisi mereka di pasar yang kompetitif. Adapun batasan dari penelitian ini termasuk keterbatasan dalam generalisasi hasil karena fokus pada pengguna Tokopedia saja, serta keterbatasan dalam ketersediaan data. Oleh karena itu, penelitian lanjutan dapat memperluas cakupan sampel dan mempertimbangkan variabel lain yang mungkin memengaruhi niat beli konsumen secara lebih komprehensif. / This research aims to explore the influence of product quality, price, promotion and brand image on purchase intentions on the Tokopedia e-commerce platform. With a quantitative approach, the research used a purposive sampling method with 160 respondents who were Tokopedia users and had purchased or used the product in the last year. Data collection was carried out through a questionnaire with a 5 point Likert scale. The results of research using Partial Least Square (PLS) via SmartPLS 4.1.0 show significant findings. The first hypothesis confirms the positive influence of product quality on purchase intention, while the second hypothesis confirms the positive influence of price on purchase intention. The findings also support the third hypothesis which states that there is a positive influence of promotion on purchase intention. The fourth hypothesis shows that product brand image also has a positive effect on purchase intention. This research provides valuable insight for Tokopedia managers and marketing practitioners in designing effective strategies. Emphasis on improving product quality through research and development accompanied by competitive pricing can increase consumer purchasing intentions. Apart from that, effective promotional strategies and building a strong brand image are also needed to increase consumer awareness and preference for Tokopedia products. With a deep understanding of the factors that influence consumer purchase intentions on ecommerce platforms, companies can optimize their marketing strategies to strengthen their position in the competitive market. The limitations of this research include limitations in generalizing the results due to the focus on Tokopedia users only, as well as limitations in data availability. Therefore, further research can expand the sample scope and consider other variables that might influence consumer purchase intentions more comprehensively.

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