PENGARUH CITRA MEREK, KUALITAS INFORMASI DAN HARGA TERHADAP MINAT BELI SEPATU MEREK VENTELA PADA SITUS JUAL BELI ONLINE SHOPEE (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS TRIDINANTI PALEMBANG ANGKATAN 2019)

Valiendra, Muhamad wimpi (2023) PENGARUH CITRA MEREK, KUALITAS INFORMASI DAN HARGA TERHADAP MINAT BELI SEPATU MEREK VENTELA PADA SITUS JUAL BELI ONLINE SHOPEE (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS TRIDINANTI PALEMBANG ANGKATAN 2019). S-1 thesis, 021008-Universitas Tridinanti Palembang.

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Abstract

ABSTRAK Muhamad Wimpi Valiendra , Pengaruh Citra Merek, Kualitas Informasi dan Harga Terhadap Minat Beli Sepatu Merek Ventela Pada Situs Jual Beli Online Shopee (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universits Tridinanti Palembang Angkatan 2019). (Dibawah Bimbingan Ibu Hj. Agustina Marzuki, SE.M.Si dan Ibu Frecilia Nanda Melvani, SE.MM ). Penelitian ini bertujuan untuk mengetahui dan menganalisis Pengaruh Citra Merek, Kualitas Informasi dan Harga Terhadap Minat Beli Sepatu Merek Ventela Pada Situs Jual Beli Online Shopee (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universits Tridinanti Palembang Angkatan 2019). metode yang digunakan dalam pengambilan sampel adalah random sampling (sampel acak), karena jumlah populasi yang melebihi dari 100 orang, teknik pengambilan sampel data yang digunakan dalam penelitian ini adalah memberikan kuesioner yaitu peneliti mengumpulkan data dengan cara memberikan seperangkat pernyataan tertulis kepada responden untuk menjawabnya. Metode analisis data yang digunakan adalah metode analisis linier berganda dengan deskriptif kuantitatif. Dari Hasil penelitian ini dapat diketahui bahwa secara parsial maupun simultan Citra Merek, Kualitas Informasi dan Harga berpengaruh secara signifikan terhadapat Minat Beli Sepatu Merek Ventela Pada Situs Jual Beli Online Shopee. Karena secara simultan nilai f 35.919 > f tabel 2,71 dan secara parsial terdapat pengaruh antara citra merek, kualitas informasi dan harga terhadap minat beli dengan t hitung 3.258 > t tabel 1.988 citra merek, kualitas informasi terhadap minat beli memiliki t hitung 2.288 > t tabel 1.988, harga terhadap minat beli t hitung sebesar 2.443 > t tabel 1.988 maka citra merek, kualitas informasi dan harga berpengaruh terhadap minat beli. Kata Kunci : Citra Merek, Kualitas Informasi dan Harga Terhadap Minat Beli. ABSTRACT Muhamad Wimpi Valiendra, The Influence of Brand Image, Information Quality and Price on Interest in Buying Ventela Brand Shoes on the Shopee Online Buying and Selling Site (Case Study on Students of the Faculty of Economics and Business, Tridinanti University Palembang Class of 2019). (Under the Guidance of Mrs. Hj. Agustina Marzuki, SE.M.Si and Mrs. Frecilia Nanda Melvani, SE.MM). This study aims to determine and analyze the influence of brand image, information quality and price on buying interest for Ventela brand shoes on the Shopee online buying and selling site (a case study of students from the Faculty of Economics and Business, University of Tridinanti Palembang, class of 2019). the method used in sampling is random sampling (random sample), because the population is more than 100 people, the data sampling technique used in this study is to provide a questionnaire, namely researchers collect data by providing a set of written statements to respondents to answer them. The data analysis method used is multiple linear analysis method with quantitative descriptive. From the results of this study it can be seen that partially or simultaneously Brand Image, Information Quality and Price have a significant effect on Interest in Buying Ventela Brand Shoes on the Shopee Online Buying and Selling Site. Because simultaneously the value of f 35,919 > f table 2.71 and partially there is an influence between brand image, information quality and price on purchase intention with t count 3,258 > t table 1,988 brand image, the quality of information on purchase intention has t count 2,288 > t table 1.988, price on buying interest t count of 2.443> t table 1.988 then brand image, quality of information and price affect buying interest. Keywords: Brand Image, Information Quality and Price on Purchase Intention.

Item Type: Thesis (S-1)
Subjects: H Social Sciences > HC Economic History and Conditions
Depositing User: Tn Muhamad wimpi Valiendra
Date Deposited: 06 Apr 2023 03:55
Last Modified: 06 Apr 2023 03:55
URI: http://repository.univ-tridinanti.ac.id/id/eprint/6427

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