PENGARUH PROMOSI, KUALITAS LAYANAN, DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPUASAN KONSUMEN MARKET PLACE SHOPEE (Studi Kasus Kecamatan Cempaka Putih)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Amalia, Retno Indah
Subject
Manajemen Pemasaran
Datestamp
2022-05-12 08:51:05
Abstract :
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh promosi, kualitas layanan, kepercayaan terhadap keputusan pembelian melalui kepuasan konsumen Marketplace Shopee di Kecamatan. Cempaka putih. Metode penelitian yang digunakan adalah metode survei dengan menggunakan kuesioner, sebegai alat pengumpulan data. Sampel menggunakan Teknik purposive sampling. Sampel 100 data responden di analisis dengan metode analisis jalur (Path Analysis) menggunakan software aplikasi statistik SPSS. Berdasarkan hasil analisis dan pembahasan menunjukan bahwa promosi berpengaruh positif dan signifikan terhadap kepuasan konsumen, kualitas layanan berpengaruh positif dan signifikan terhadap kepuasan konsumen, kepercayaan berpengaruh positif dan signifikan terhadap kepuasan konsumen, promosi berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas layanan berpengaruh positif dan signifikan terhadap keputusan pembelian, kepercayaan berpengaruh positif dan signifikan terhadap keputusan pembelian, kepuasan konsumen berpengaruh langsung dan signifikan terhadap keputusan pembelian, pengaruh langsung kualitas layanan lebih besar dibandingkan variabel kepercayaan, dan promosi dalam memenuhi keputusan pembelian melalui kepuasan konsumen. The aims of this study was to determine and analyze the effect of promotion, service quality, trust on purchasing decisions through Marketplace Shopee consumer satisfaction in the District Cempaka Putih. The research method used survey method using questionnaires, as a data collection tool. The sample used purposive sampling technique. Sample of 100 respondents' data was analyzed using the (Path Analysis) method using SPSS statistical application software. Based on the results of analysis and discussion showed that promotion had a positive and significant effect on consumer satisfaction, service quality had a positive and significant effect on consumer satisfaction, trust had a positive and significant effect on consumer satisfaction, promotion had a positive and significant effect on purchasing decisions, service quality had a positive and significant effect on purchasing decisions, trust had a positive and significant effect on purchasing decisions, consumer satisfaction had a direct and significant effect on purchasing decisions, the direct influence of service quality was greater than the variables of trust, and promotion in fulfilling purchasing decisions through consumer satisfaction.
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh promosi, kualitas layanan, kepercayaan terhadap keputusan pembelian melalui kepuasan konsumen Marketplace Shopee di Kecamatan. Cempaka putih. Metode penelitian yang digunakan adalah metode survei dengan menggunakan kuesioner, sebegai alat pengumpulan data. Sampel menggunakan Teknik purposive sampling. Sampel 100 data responden di analisis dengan metode analisis jalur (Path Analysis) menggunakan software aplikasi statistik SPSS. Berdasarkan hasil analisis dan pembahasan menunjukan bahwa promosi berpengaruh positif dan signifikan terhadap kepuasan konsumen, kualitas layanan berpengaruh positif dan signifikan terhadap kepuasan konsumen, kepercayaan berpengaruh positif dan signifikan terhadap kepuasan konsumen, promosi berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas layanan berpengaruh positif dan signifikan terhadap keputusan pembelian, kepercayaan berpengaruh positif dan signifikan terhadap keputusan pembelian, kepuasan konsumen berpengaruh langsung dan signifikan terhadap keputusan pembelian, pengaruh langsung kualitas layanan lebih besar dibandingkan variabel kepercayaan, dan promosi dalam memenuhi keputusan pembelian melalui kepuasan konsumen. The aims of this study was to determine and analyze the effect of promotion, service quality, trust on purchasing decisions through Marketplace Shopee consumer satisfaction in the District Cempaka Putih. The research method used survey method using questionnaires, as a data collection tool. The sample used purposive sampling technique. Sample of 100 respondents' data was analyzed using the (Path Analysis) method using SPSS statistical application software. Based on the results of analysis and discussion showed that promotion had a positive and significant effect on consumer satisfaction, service quality had a positive and significant effect on consumer satisfaction, trust had a positive and significant effect on consumer satisfaction, promotion had a positive and significant effect on purchasing decisions, service quality had a positive and significant effect on purchasing decisions, trust had a positive and significant effect on purchasing decisions, consumer satisfaction had a direct and significant effect on purchasing decisions, the direct influence of service quality was greater than the variables of trust, and promotion in fulfilling purchasing decisions through consumer satisfaction.
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