Pengaruh Harga, Promosi, Kemudahan Berbelanja, Kepercayaan Konsumen dan Kualitas Layanan Terhadap Keputusan Berbelanja Pakaian- Submit Jurnal/Seminar

Khoirunisa, Reza (2024) Pengaruh Harga, Promosi, Kemudahan Berbelanja, Kepercayaan Konsumen dan Kualitas Layanan Terhadap Keputusan Berbelanja Pakaian- Submit Jurnal/Seminar. Bachelor thesis, Institut Teknologi Kalimantan.

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Abstract

Perkembangan pada sistem bisnis saat ini memberikan perubahan pada perilaku konsumen dari berbelanja secara lansung kepasar/toko menjadi berbelanja di e-commerce. E-commerce memiliki kelebihan seperti harga lebih murah, banyak informasi promosi produk, mudah saat diakses dan kualitas yang baik. Hal ini membuat persaingan antara penjual konvensional dan penjual di e-commerce menjadi permasalahan dan isu terbaru dikalangan Masyarakat. Penelitian ini bertujuan untuk mengetahui pengaruh antara berbelanja online dan berbelanja offline dari variabel harga, promosi, kemudahan berbelanja, kepercayaan konsumen dan kualitas layanan terhapat minat belanja dan keputusan berbelanja menggunakan metode Structural Equation Modeling (SEM) yang dibantu dengan software JASP. Terdapat 280 Responden sebagai data yang akan dilakukan Uji HTMT, Uji Validitas, Uji Reabilitas, Uji Multikolinearitas, Uji Goodness of Fit dan Uji Hipotesis. Hasil pengolahan data berdasarkan berbelanja offline dan online yaitu pada berbelanja offline didapatkan bahwa harga, promosi, kemudahan berbelanja, kepercayaan konsumen dan kualitas layanan memiliki pengaruh positif dan signifikan terhadap minat belanja dan keputusan berbelanja offline. Pada berbelanja online hanya variabel harga, kemudahan berbelanja, kepercayaan konsumen dan kualitas layanan yang berpengaruh positif dan signifikan terhadap minat berbelanja dan keputusan berbelanja online

Item Type:	Thesis (Bachelor)
Subjects:	A General Works > AC Collections. Series. Collected works A General Works > AI Indexes (General) H Social Sciences > HA Statistics H Social Sciences > HF Commerce T Technology > T Technology (General) Z Bibliography. Library Science. Information Resources > Z719 Libraries (General)
Divisions:	Jurusan Teknologi Industri dan Proses > Teknik Industri
Depositing User:	Reza Reza Khoirunisa
Date Deposited:	02 May 2024 02:18
Last Modified:	02 May 2024 02:18
URI:	http://repository.itk.ac.id/id/eprint/20889

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