Zahra, Nathasya Felia and Dian Ari Nugroho,, SE., MM., CMA (2021) Pengaruh Brand Image, Online Review, Dan Perceived Trust Terhadap Purchase Intention Produk Fashion Di Shopee Pada Kalangan Konsumen Milenial Di Jakarta. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh brand image, online review, dan perceived trust terhadap purchase intention produk fashion di Shopee pada kalangan konsumen milenial di Jakarta. Jenis penelitian ini adalah explanatory research, yaitu menjelaskan hubungan yang ada antar variabel dengan menguji hipotesis. Penelitian ini menggunakan sampel sebanyak 170 responden dimana penyebaran kuesioner dilakukan secara online dan offline dengan kriteria tertentu. Penelitian ini menggunakan non-probability sampling dengan teknik purposive sampling. Sampel terdiri dari responden yang berdomisili di Jakarta yang merupakan generasi milenial (kelahiran tahun 1980 – 2000), dan mengetahui tentang Shopee. Analisis data menggunakan Analisis Regresi Linier Berganda dengan menggunakan SPSS ver. 23. Hasil penelitian menunjukkan bahwa brand image Shopee bepengaruh positif dan signifikan terhadap purchase intention khususnya dalam bentuk warna brand, online review juga berpengaruh positif dan signifikan terhadap purchase intention produk fashion di Shopee khususnya pada online review yang berbentuk foto. Perceived trust juga berpengaruh positif dan signifikan terhadap purchase intention produk fashion di Shopee khususnya dari jasa pengiriman yang terpercaya.
English Abstract
This study’s objective is to identify the effect of brand image, online reviews, and perceived trust on the purchase intention of fashion products at Shopee for millennial consumers in Jakarta. This study is an explanatory research, which is a research that defines the correlation of the variables by testing its hypothesis. There are 170 respondents as the sample for this study, where questionnaires were distributed online and offline with certain criteria. This study uses non- probability sampling with purposive sampling technique. The sample consists of respondents who live in Jakarta, millennial generation (born in 1980 - 2000), and know about Shopee. Data analysis was performed with Multiple Linear Regression Analysis using SPSS ver. 23. The results of this study show that Shopee’s brand image have a positive and significant effect on purchase intention, especially in the form of brand’s color, online reviews also have a positive and significant effect on purchase intention for fashion products at Shopee, especially on online reviews in the form of photos. Perceived trust also has a positive and significant effect on the purchase intention of fashion products at Shopee especially from the trusted delivery services.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020478 |
| Uncontrolled Keywords: | Brand Image, Online Review, Perceived Trust, Purchase Intention, Milenial, Brand Image, Online Review, Perceived Trust, Purchase Intention, Millennials. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 26 Sep 2022 06:46 |
| Last Modified: | 24 Sep 2024 08:20 |
| URI: | http://repository.ub.ac.id/id/eprint/194850 |
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