Sekaringtias, Kidung (2017) Peran Permission Email Marketing Dalam Memediasi Pengaruh Trust Terhadap Purchase Intention (Studi Pada Konsumen Althea Korea Di Indonesia Dan Malaysia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini memiliki tujuan untuk (1) mengetahui dan menjelaskan pengaruh trust terhadap permission email marketing, (2) mengetahui dan menjelaskan pengaruh trust terhadap purchase intention, (3)mengetahui dan menjelaskan pengaruh permission email marketing terhadap purchase intention, dan (4) mengetahui dan menjelaskan ada atau tidaknya perbedaan persepsi mengenai peran permission email marketing dalam memediasi pengaruh trust terhadap purchase intentionantara konsumen di Indonesia dan di Malaysia. Penelitian ini merupakan penelitian eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel pada penelitian ini terdiri dari trust, permission email marketing, dan purchase intention. Populasi penelitian ini adalah konsumen Althea Korea yang minimal berusia 18 tahun, bertempat tinggal di Indonesia atau Malaysia, pernah atau masih menjadi subscriber dari permission email marketing Althea Korea, dan pernah melakukan pembelian di Althea Korea minimal sekali. Penentuan jumlah sampel penelitian ini menggunakan purposive sampling. Kuesioner digunakan sebagai instrument pengumpulan data dari 113 sampel penelitian. Teknik analisis yang digunakan adalah analisis deskriptif dan analisis inferensial yang terdiri dari analisis jalur (path analysis) dan uji beda nilai rata-rata atau uji independent t test. Hasil penelitian ini menunjukkan bahwa trust memiliki pengaruh yang signifikan terhadap permission email marketing, trust berpengaruh secara signifikan terhadap purchase intention, permission email marketing berpengaruh signifikan terhadap purchase intention dan tidak terdapat perbedaan persepsi mengenai peran permission email marketing dalam memediasi pengaruh trust terhadap purchase intentionantara konsumen Althea Korea di Indonesia dan di Malaysia. Berdasarkan hasil penelitian ini, sebaiknya Althea Korea memperimbangkan untuk memberikan keleluasaan kepada konsumen untuk menentukan jumlah email yang ingin diterima oleh konsumen dan mengadakan program referral untuk meningkatkan personal trust konsumen pada Althea Korea.
English Abstract
The aim of this research are (1) identifying and explaining the influence of trust toward permission email marketing, (2) identifying and explaining the influence of trust toward purchase intention, (3) identifying and explaining the influence of permission email marketing toward purchase intention and (4) identifying and explaining whether Indonesian and Malaysian consumers havedifferent perspective or not aboutpermission email marketing role in the mediating of trust toward purchase intention. This research was explanatory research and using quantitive approach. The variables of the research were trust, permission email marketing, and purchase intention. The research’s population was Althea Korea’s consumer with 18 years old as the minimum age, living in Indonesia or Malaysia, had been subscribed or still subscribing to Althea Korea’s permission email marketing and had made a purchase in Althea Korea at least once. The sampling method of this research used purposive sampling. Questionnaire was used in order to gather the 113 respondent’s data. In addition, descriptive analysis and inferential analysis which consist of path analysis and independent t test were usedin order to analize the data. The results of this research weretrust affected significantly towards permission email marketing, trust affected significantly towards purchase intention, permission email marketing affected significantly towards purchase intention, and there is no different perspective among Indonesian and Malaysian Althea Korea’s Consumer about permission email marketing role in the mediating of trust toward purchase intention. Based on the results, Althea Korea should make a consideration by giving its consumer choices to decide how many emails that they really want to receive. Then, Althea Korea should have a referral program in order to increase the number of Althea Korea’s Consumer.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/963/051710405 |
| Uncontrolled Keywords: | Trust,Permission Email Marketing, Purchase Intention. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Kustati |
| Date Deposited: | 14 Nov 2017 03:56 |
| Last Modified: | 07 Dec 2020 03:10 |
| URI: | http://repository.ub.ac.id/id/eprint/5449 |
Actions (login required)
 |
View Item |