ini menggunakan metode penelitian kuantitatif dengan menggunkaan teknik pengambilan sampel dengan metode purposive sampling. Menggunakan 75 responden dengan karakteristik (usia, jenis kelamin, berapa banyak pembelian) sebagai subjek penelitian. Aplikasi SPSS 20.0 telah mambantu untuk menguji hasil dari penelitian. Hasil penelitian menunjukkan bahwa Citra Merek, Kelayakan Harga, dan Kualitas Produk secara simultan berpengaruh signifikan terhadap Minat Beli konsumen Bobatime, Citra Merek tidak berpengaruh signifikan terhadap Minat Beli konsumen Bobatime, Kelayakan Harga berpengaruh signifikan terhadap Minat Beli konsumen Bobatime dan Kualitas Produk berpengaruh terhadap Minat Beli konsumen Bobatime Kata kunci: Citra merek; kelayakan harga; kualitas produk; minat beli
Analisis pengaruh citra merek, kelayakan harga dan kualitas produk terhadap minat beli konsumen
This study explains one of the phenomena in Marketing Management, namely the purchasing intention of green products in generation Z. This study uses a modification of the theory development of Theory of Planned Behavior. The purpose of this study was to analyze the effect of attitudes, subjective norms, perceived behavioral control and environmental concern on the purchasing intention of green products in generation Z. The research method used Smart PLS. This study uses a purposive convenience sampling method on 150 college students and students in Yogyakarta who were born between 1995-2012 and know about green products. The research findings indicate that attitudes, subjective norms, perceived behavioral control and environmental concern positively effect on the purchasing intention of green products in generation Z.
This study aims to determine (1) the influence of Celebrity Endorser on purchasing decisions (2) the effect of Brand Image on purchasing decisions (3) the influence of reviews on purchasing decisions (4) the effect of e-trust on purchasing decisions. The sample in this study amounted to 210 Generation Z respondents in D.I Yogyakarta who use the Shopee application. Data collection method using a questionnaire method using a sampling technique, namely non-probability sampling with purposive sampling technique. The reason for using the purposive sampling technique is because each sample has its own criteria that are in accordance with the phenomenon to be studied. The results showed (1) Partially Celebrity endorsers have no significant effect on purchasing decisions in the Shopee market place. (2) partially Brand Image has a significant effect on purchasing decisions in the Shopee market place. (3) partially Online customer reviews have no significant effect on purchasing decisions on the Shopee market place. (4) partially E-Trust has a significant effect on purchasing decisions on the Shopee market place.
Keywords: Celebrity endorser, Brand Image, Online customer review, E-Trust, Shopee
Tokopedia merupakan salah satu marketplace asal Indonesia dengan pertumbuhan yang pesat. Pada tahun 2021 Tokopedia meraih jumlah kunjungan web bulanan terbanyak di Indonesia. Tujuan dari penelitian ini adalah untuk mengetahui apakah terdapat pengaruh antara usability, information quality, dan service interaction terhadap kepuasan dan loyalitas konsumen Tokopedia di Kabupaten Kediri. Penelitian dilakukan secara online dengan menyebarkan kuesioner melalui google forms kepada 96 konsumen Tokopedia di Kabupaten Kediri. Data yang telah terkumpul kemudian dianalisis menggunakan uji validitas, uji reliabilitas, uji regresi linier berganda, uji t, uji f, uji koefisien determinasi, dan uji sobel, yang diolah dengan program SPSS. Hasil penelitian menunjukkan bahwa bahwa (1) usability berpengaruh negatif dan tidak signifikan terhadap kepuasan konsumen Tokopedia di Kabupaten Kediri; (2) information quality berpengaruh negatif dan tidak signifikan terhadap kepuasan konsumen Tokopedia di Kabupaten Kediri; (3) service interaction berpengaruh positif dan signifikan terhadap kepuasan konsumen Tokopedia di Kabupaten Kediri; (4) usability, information quality, service interaction secara simultan berpengaruh positif dan signifikan terhadap kepuasan konsumen Tokopedia di Kabupaten Kediri; (5) kepuasan berpengaruh negatif dan tidak signifikan terhadap loyalitas konsumen Tokopedia di Kabupaten Kediri.
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