Prasetia, Muhamad Farid and Dr. Drs. Riyadi, M.Si (2024) Pengaruh Digital Marketing, Price, Online consumen review Dan Buying Intention Sebagai Mediator Terhadap Keputusan Pembelian Supplemen Fitness Pada E-Commerce Shopee (Survei Terhadap Praktisi Fitness Dan Gym Enthusiast Di Kota Malang Yang Membeli Supplemen Fitness Di Shopee). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini berjudul “Pengaruh Digital Marketing, Price, Online consumen review dan Buying Intention Sebagai Mediator Terhadap Keputusan Pembelian Supplemen Fitness E-Commerce Shopee (Survei Terhadap Praktisi Fitness Dan Gym Enthusiast Di Kota Malang Yang Membeli Supplemen Fitness Di Shopee )”. Penelitian bertujuan menjelaskan pengaruh variabel independen Pemasaran Digital, Harga, dan Review Konsumen Online yang dimediasi oleh Niat Membeli terhadap variabel dependen keputusan pembelian. Metodologi penelitian yaitu teknik kuantitatif dengan sampel sebanyak 120 responden yang terdiri dari praktisi fitnes dan peminat gym di Kota Malang yang melakukan pembelian suplemen fitnes di Shopee. Besar sampel ditentukan dengan menggunakan perhitungan Hair et al dengan rumus 24 (indikator) x 5. Sampel demografi untuk penelitian ini terdiri dari individu yang sehat secara fisik dan penggemar berat olahraga. Teknik analisis data penelitian ini memakai SMART PLS versi 3, sedangkan pendekatan pengumpulan sampel berdasarkan purposive sampling. Analisis data yaitu analisis deskriptif, R-square, outer model, inner model dan model fit. Hasil penelitian menunjukkan bahwa P-value pada variabel Digital Marketing melalui Buying Intention terhadap Keputusan Pembelian adalah 0,025 < 0,05, hasil tersebut bisa disebut valid, P-value variabel price melalui buying intention terhadap keputusan pembelian adalah 0,002 < 0,05 sehingga hasil tersebut bisa valid, P-value variable online consumen review melalui buying intention terhadap Keputusan Pembelian adalah 0,006 < 0,05 sehingga hasil tersebut bisa disebut valid, P-value Buying Intention terhadap Keputusan Pembelian ialah 0,000 < 0,05 yaitu valid, nilai R-square adalah 0.631, hal ini berarti variabel digital marketing, price, consumen review dan buying intention berpengaruh terhadap variabel keputusan pembelian sebesar 63,1 %. Sisanya dipengaruhi oleh variabel diluar dari penelitian ini. Sehingga bisa disimpulkan kesuluruhan variabel berpengaruh signifikan terhadap keputusan pembelian.
English Abstract
This research is entitled "The Influence of Digital Marketing, Price, Online Consumer Reviews and Buying Intention as Mediator on the Decision to Purchase Fitness Supplements on Shopee E-Commerce (Survey of Fitness Practitioners and Gym Enthusiasts in Malang City Who Purchase Fitness Supplements on Shopee)". This is to explain the influence of the independent variables Digital Marketing, Price and Online consumer reviews which are mediated by Buying intention on the Dependent Variable, namely purchasing decisions. The type of research used is a quantitative approach. The number of samples used in this research was 120 respondents from fitness practitioners and gym enthusiasts in Malang City who bought fitness supplements on Shopee the number of samples used in this research was 120 respondents from fitness practitioners and gym enthusiasts in Malang City who bought fitness supplements on Shopee which were obtained from the Hair et al formula with the formula 24 (indicator) x 5. The population used in this research was fitness and Enthusiast Gym. The data analysis method in this research uses SMART PLS version 3 software with a sample collection method using the purposive sampling method. The data analysis used is descriptive analysis, R-square, outer model, inner model and model fit. The research results show that the P-value of the Digital Marketing variable through Buying Intention on Purchasing Decisions is 0.025, smaller than 0.05, so the results can be said to be valid, the P-value of the price variable through buying intention on purchasing decisions is 0.002, smaller than 0. 05 so these results can be said to be valid, the P-value of the online consumer review variable through purchasing intention towards Purchasing Decisions is 0.006 which is smaller than 0.05 so these results can be said to be valid, the P-value of Buying Intention towards Purchasing Decisions is 0.000 which is smaller than 0 .05 can be said to be a valid result, the R-square value is 0.631, this value shows that the digital marketing, price, consumer review and purchasing intention variables have an influence on the purchasing decision variable by 63.1%. And the rest is influenced by variables outside of this research. So it can be concluded that all variables have a significant influence on purchasing decisions.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0524030042 |
| Uncontrolled Keywords: | Digital Marketing, Price, Online Consumen Review, Buying intention, Keputusan pembelian |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 02 May 2024 03:53 |
| Last Modified: | 02 May 2024 03:53 |
| URI: | http://repository.ub.ac.id/id/eprint/218786 |
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