Sulfiya, Ana (2023) PENGARUH E-SERVICE QUALITY, HARGA DAN CITRA MEREK TERHADAP MINAT BELI DALAM PERSPEKTIF ISLAM (Studi Kasus Pada Pelanggan Shopee di Kota Cilegon). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the analysis of the effect of electronic service quality, price, and brand image on purchase intention of Shopee customer in cilegon city. The sampling technique used in this study is simple random sampling, this technique is used because not all customer can be sampled. The sample in this study amounted to 140 respondents. The data collection method used a questionnaire and the measuring instrument used was the Likert scale. The analytical tools used are validity and reliability tests, normality tests, multicollinearity tests, heteroscedasticity tests, multiple linear regression analysis, hypothesis testing (t test and f test), and the coefficient of determination test R2. By using the IBM SPSS Statistics 23 software. The results of the multiple linear test state that the electronic service quality (X1) has an influence of 0,264 on purchase intention (Y), price (X2) has an influence of 0,175 on purchase intention, and brand image (X3) has an influence of 0,634 on purchase intention (Y). The coefficient of determination value shows satisfaction in the influence of electronic service quality, price and brand image of 60,0% and the remaining 40,0% is influenced by other factors not examined in this study. From the results of the t-test, it can be concluded that partially electronic service quality (X1),price and brand image (X3) have a significant influence on the purchase intention variables (Y). From the results of the F test, it can be concluded that simultaneously the variables of electronic service quality (X1), price (X2) and brand image (X3) have a significant influence on the purchase intention variables (Y). Keywords: Electronic Service Quality, Price, Brand Image and Purchase Intention
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui analisis pengaruh e-service quality, harga, dan citra merek terhadap minat beli pada pelanggan Shopee di kota Cilegon. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah Simple Random Sampling, teknik ini digunakan karena tidak semua pelanggan di kota Cilegon dapat dijadikan sampel. Sampel dalam penelitian ini berjumlah 140 responden. Metode pengumpulan data menggunakan kuesioner dan alat ukur yang digunakan adalah skala likert. Alat analisis yang digunakan adalah uji validitas dan reliablitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, analisis regresi linear berganda, uji hipotesis (uji t dan uji f), dan uji koefisien determinasi R2. Dengan menggunakan software IBM SPSS Statistics 23 Hasil uji linier berganda menyatakan bahwa variabel e-service quality (X1) mempunyai pengaruh sebesar 0,264 terhadap minat beli (Y), harga (X2) mempunyai pengaruh sebesar 0,175 terhadap minat beli, dan citra merek (X3) mempunyai pengaruh sebesar 0,634 terhadap minat beli (Y). Nilai Koefisien Determinasi menunjukkan minat beli dalam pengaruh e-service quality, harga dan citra merek sebesar 60,0% dan sisanya sebesar 40,0% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. Dari hasil uji t dapat ditarik kesimpulan bahwa secara parsial variabel e-service quality (X1), harga (X2) dan citra merek (X3) mempunyai pengaruh yang signifikan terhadap variabel minat beli (Y). Dari hasil uji F dapat ditarik kesimpulan bahwa secara simultan variabel e-service quality (X1), harga (X2) dan citra merek (X3) mempunyai pengaruh yang signifikan terhadap variabel minat beli (Y). Kata kunci : E-Service Quality, Harga, Citra Merek dan Minat Beli | |||||||||
| Uncontrolled Keywords: | Electronic Service Quality, Price, Brand Image and Purchase Intention E-Service Quality, Harga, Citra Merek dan Minat Beli | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Sarjana Ekonomi Syariah |
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| Depositing User: | Ms Ana Sulfiya | |||||||||
| Date Deposited: | 13 Jul 2023 14:26 | |||||||||
| Last Modified: | 13 Jul 2023 14:26 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/26147 |
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