Effect of Price, Quality product, Customer review Terhadap Minat Beli Konsumen Produk Pinkflash Saat Live Streaming Shopee” (Studi Kasus Pada Pengguna Shopee di Kota Mojokerto)

Anisa, Febriyanti Dwi, 52002030033 and Rahayu, Rahayu, 0713056802 and Dwihandoko, Toto Heru, 0702086803 (2024) Effect of Price, Quality product, Customer review Terhadap Minat Beli Konsumen Produk Pinkflash Saat Live Streaming Shopee” (Studi Kasus Pada Pengguna Shopee di Kota Mojokerto). Bachelor thesis, universitas Islam Majapahit Mojokerto.

	Text Abstrak.pdf Restricted to Registered users only Download (1MB) | Request a copy
Preview	Text BAB 1.pdf Download (443kB) | Preview
	Text BAB 2.pdf Restricted to Registered users only Download (551kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (441kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (619kB) | Request a copy
Preview	Text BAB 5.pdf Download (13kB) | Preview
Preview	Text DAFTAR PUSTAKA.pdf Download (416kB) | Preview
	Text LAMPIRAN.pdf Restricted to Registered users only Download (3MB) | Request a copy

Abstract

ABSTRAK Anisa, Febriyanti Dwi, 2024. Effect of Price, Quality product, Customer review Terhadap Minat Beli Konsumen Produk Pinkflash Saat Pada Live Streaming Shopee. Skripsi, Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit (UNIM). Pembimbing I : Rahayu, SE., M.Si Pembimbing II: Toto Heru Dwihandoko., SE., MM., Ak., CA Kemunculan internet telah memfasilitasi pertumbuhan pesat dalam industri e-commerce. Saat ini, Shopee adalah platform e-commerce dengan pertumbuhan tercepat dan merupakan salah satu perusahaan yang berkembang paling cepat dalam sektor tersebut. Shopee menawarkan fitur video live streaming yang memungkinkan penjual untuk mempresentasikan produk mereka dan berinteraksi secara langsung dengan pembeli. Pinkflash, sebagai perusahaan, berkolaborasi dengan Shopee untuk menjual produknya secara online. Namun, terdapat kekhawatiran dari konsumen saat membeli produk Pinkflash melalui Live Streaming Shopee. Penelitian ini bertujuan untuk mengkaji secara mendalam dinamika live shopping dan peran komponen seperti effect of price, quality product, dan customer review dalam mempengaruhi minat beli konsumen. Populasi penelitian meliputi seluruh konsumen Pinkflash yang telah berbelanja melalui platform Shopee, dengan sampel yang dipilih menggunakan metode non-probability sampling, yaitu purposive sampling. Data dikumpulkan melalui kuisioner yang disebarkan kepada 100 responden. Analisis data dilakukan dengan pendekatan kuantitatif, mengumpulkan data numerik untuk analisis statistik menggunakan teknik seperti uji validitas, uji reliabilitas, serta uji asumsi klasik (uji normalitas, uji multikolinearitas, dan uji heteroskedastisitas), serta uji regresi linier berganda yang mencakup koefisien korelasi (r), koefisien determinasi (r2), dan uji hipotesis (uji t). Hasil penelitian menunjukkan bahwa variabel effect of price memberikan kontribusi yang signifikan terhadap minat beli, variabel quality product memiliki pengaruh signifikan terhadap minat beli, dan variabel customer review juga menunjukkan dampak yang signifikan terhadap minat beli. Dengan kata lain, variabel price, quality product, dan customer review mampu menjelaskan 91% dari variabilitas minat beli, sementara sisanya dijelaskan oleh faktor-faktor lain. Kata kunci: Effect Of Price, Quality Product, Dan Customer Review, Minat Beli, ABSTRAK Anisa, Febriyanti Dwi, 2024. Effect of Price, Quality product, Customer review Terhadap Minat Beli Konsumen Produk Pinkflash Saat Pada Live Streaming Shopee. Skripsi, Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit (UNIM). Pembimbing I : Rahayu, SE., M.Si Pembimbing II: Toto Heru Dwihandoko., SE., MM., Ak., CA The rise of the internet has driven rapid expansion in the e-commerce sector. Presently, Shopee is the fastest-growing e-commerce platform and one of the most rapidly advancing companies in the industry. Shopee features live streaming, which enables sellers to showcase their products and engage directly with customers. Pinkflash partners with Shopee to sell its products online, but there are consumer concerns about purchasing Pinkflash products via Shopee Live Streaming. This study aims to explore the dynamics of live shopping and assess how factors such as price, product quality, and customer reviews affect consumer purchase intentions. The research population consists of all Pinkflash customers who have made purchases through Shopee, with the sample selected using a non-probability sampling method, specifically purposive sampling. Data were collected through a questionnaire distributed to 100 respondents. The analysis was conducted using a quantitative approach, involving numerical data for statistical analysis, including validity testing, reliability testing, and classical assumption testing (normality, multicollinearity, and heteroskedasticity tests), as well as multiple linear regression analysis featuring correlation coefficients (r), coefficient of determination (r²), and hypothesis testing (t-test). The findings indicate that the price variable significantly impacts purchase intention, the product quality variable has a notable effect on purchase intention, and the customer review variable also significantly influences purchase intention. In essence, the variables of price, product quality, and customer review explain 91% of the variation in purchase intention, with the remaining variation attributed to other factors. Keywords: Effect of Price, Product Quality, and Customer Reviews, Purchase Interest,

Actions (login required)

View Item