Pengaruh E-Commerce, Promotion,Service Quality Pada PerceptualMapping Dalam Keputusan Pembelian (Studi pada Mahasiswa Aktif S1 Program Studi Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Angkatan Tahun 2013-2017 pengguna PT Pos Indonesia, JNE, TIKI)

-, Magalista (2018) Pengaruh E-Commerce, Promotion,Service Quality Pada PerceptualMapping Dalam Keputusan Pembelian (Studi pada Mahasiswa Aktif S1 Program Studi Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Angkatan Tahun 2013-2017 pengguna PT Pos Indonesia, JNE, TIKI). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk (1) mengetahui dan menjelaskan pengaruh variabel E-commerce, terhadap Perceptual Mapping (2) mengetahui dan menjelaskan pengaruh Promotion terhadap Peceptual Mapping (3) mengetahui dan menjelaskan pengaruh Service Quality terhadap Peceptual Mapping (4) mengetahui dan menjelaskan pengaruh E-commerce terhadap Keputusan Pembelian (5) mengetahui dan menjelaskan pengaruh Promotion terhadap Keputusan Pembelian (6) mengetahui dan menjelaskan pengaruh Service Quality terhadap Keputusan Pembelian (7) mengetahui dan menjelaskan pengaruh Peceptual Mapping terhadap Keputusan Pembelian. Jenis penelitian yang digunakan adalah explanatory dengan pendekatan kuantitatif. Variabel dalam penelitian ini meliputi E-commerce, Promotion, Service Quality, Perceptual Mapping, dan Keputusan Pembelian. Populasi dalam penelitian ini adalah Mahasiswa S1 Angkatan 2013/2014 sampai 2017/2018 Program Studi Administrasi Bisnis di Fakultas Ilmu Administrasi Universitas Brawijaya yang pernah melakukan pembelian e-commerce dan pernah menggunakan jasa pengiriman JNE, POS, TIKI. Sampel yang digunakan dalam penelitian ini sebanyak 116 responden yang diambil dengan menggunakan purposive sampling dan metode pengumpulan data menggunakan angket atau kuesioner. Analisis data yang digunakan adalah analisis statistik deskriptif dan analisis jalur (path analysis). Data pada penelitian ini diolah menggunakan SPSS 22 for Windows. Hasil analisis jalur (path analysis) menunjukkan bahwa E-commerce (X1) berpengaruh signifikan terhadap Perceptual Mapping (Z), Promotion (X2) berpengaruh signifikan terhadap Perceptual Mapping (Z), Service Quality (X3) berpengaruh signifikan terhadap Perceptual Mapping (Z), E-commerce (X1) berpengaruh tetapi tidak signifikan terhadap Keputusan Pembelian (Y), Promotion (X2) berpengaruh tetapi tidak signifikan terhadap Keputusan Pembelian (Y), Perceptual Mapping (Z) berpengaruh signifikan terhadap Keputusan Pembelian (Y).

English Abstract

This research aims to clarify (1)the influence of E-commerce to Perceptual Mapping (2) the influence of Promotion to Peceptual Mapping (3) the influence of Service Quality to Peceptual Mapping (4) the influence of E -commerce to Purchase Decision (5) the influence of Promotion to Purchase Decision (6) the influence of Service Quality to Purchase Decision (7) the influence of Peceptual Mapping to Purchase Decision. This type of research is explanatory with quantitative approach. Variables in this research are E-commerce, Promotion, Service Quality, Perceptual Mapping, and Purchase Decision. Population in this research are Students of Business Administration S1 who used POS, JNE, TIKI and have experiences e-commerce from class of 2013 to 2017 at Faculty of Administration Universitas Brawijaya .This research use 116 people as samples which are chosen by purposive sampling and use questionnaire as data collection methods. This research also use descriptive statistical analysis and path analysis. The result of path analysis shows that E-commerce (X1) has significant influence to the Perceptual Mapping (Z), Promotion (X2) has the significant influence to Perceptual Mapping (Z), Service Quality (X3) has the significant influence to Perceptual Mapping (Z) , E-commerce (X1) have influence but not significant to Purchase Decision (Y), Promotion (X2) have influence but not significant to Purchase Decision (Y), Perceptual Mapping (Z) has the significant influence to Purchase Decision (Y).

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2018/208/051803651
Uncontrolled Keywords: E-commerce, Promotion, Service Quality, Perceptual Mapping, Keputusan Pembelian
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.872 Telemarketing and direct marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: Yusuf Dwi N.
Date Deposited: 16 May 2018 02:23
Last Modified: 26 Oct 2021 08:31
URI: http://repository.ub.ac.id/id/eprint/10561
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