Dhiya, Athiya Nasywa and Dr. Drs. Riyadi, M.Si (2024) Pengaruh Influencer Credibility, Product Quality, dan Price terhadap Purchase Intention yang Berdampak pada Purchase Decision Pada Produk Somethinc (Survei pada Pengguna Produk Somethinc di Indonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Influencer Credibility, Product Quality, dan Price terhadap Purchase Intention yang Berdampak pada Purchase Decision pada produk Somethinc. Penelitian ini merupakan penelitian eksplanatori yang bertujuan untuk menjelaskan hubungan sebab-akibat antara berbagai variabel melalui pengujian hipotesis. Responden dalam penelitian ini dipilih menggunakan teknik pengambilan sampel non-probabilitas dengan metode purposive sampling. Penelitian melibatkan 205 responden yang merupakan pengguna produk Somethinc. Uji instrumen dalam penelitian ini mencakup pengujian outer model, inner model, dan path coefficient. Analisis data dilakukan menggunakan metode Partial Least Squares (PLS) dengan bantuan perangkat lunak SmartPLS 3.0. Hasil analisis menunjukkan bahwa Influencer Credibility memiliki pengaruh negative signifikan terhadap Purchase Intention, Prodcut Quality memiliki pengaruh positif dan signifikan terhadap Purchase Intention, dan begitu pula Price yang berpengaruh positif dan signifikan terhadap Purchase Intention. Selain itu, Purchase Intention juga ditemukan memiliki dampak positif terhadap Purchase Decision.
English Abstract
This study aims to analyze the influence of Influencer Credibility, Product Quality, and Price on Purchase Intention and its impact on Purchase Decision for Somethinc products. This research is an explanatory study designed to elucidate the causal relationships between various variables through hypothesis testing. Respondents were selected using a non-probability sampling technique, specifically purposive sampling. The study involved 205 respondents who are users of Somethinc products. The research instrument tests included the examination of the outer model, inner model, and path coefficients. Data analysis was conducted using the Partial Least Squares (PLS) method with the assistance of SmartPLS 3.0 software. The analysis results indicate that Influencer Credibility has a significant negative impact on Purchase Intention, whereas Product Quality and Price both have a significant positive impact on Purchase Intention. Additionally, Purchase Intention was found to have a positive impact on Purchase Decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0524030337 |
| Uncontrolled Keywords: | Influencer Credibility, Product Quality, Price, Purchase Intention, Purchase Decision, Somethinc. |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 30 Aug 2024 06:00 |
| Last Modified: | 30 Aug 2024 06:00 |
| URI: | http://repository.ub.ac.id/id/eprint/224029 |
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