AKBARI, RIZKY (2024) PENGARUH KUALITAS PELAYANAN, PEMASARAN DIGITAL DAN HARGA PRODUK TERHADAP MINAT BELI MASYARAKAT DI PASAR KONVENSIONAL (STUDI KASUS: PASAR RANGKASBITUNG - DINAS PERINDUSTRIAN DAN PERDAGANGAN KABUPATEN LEBAK). S1 thesis, Fakultas Teknik Universitas Sultan Ageng Tirtayasa.
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Abstract
Rangkasbitung Market is one of the regional markets in Lebak Regency and is managed by the Lebak Regency Industry and Trade Service. Currently, the Rangkasbitung market is experiencing a decline in public buying interest, which has caused sales turnover to decline. Based on these problems, market managers are trying to increase people's buying interest with several efforts, including improving service quality, encouraging the implementation of digital marketing and ensuring that the prices sold are in line with the quality of the products offered. This research aims to confirm the influence of service quality, digital marketing and product prices on people's buying interest, as well as to determine the results of evaluating the goodness and suitability of the model studied using the SEM PLS (Structural Equation Model Partial Least Square) method. The results of the research state that service quality has a positive but not significant effect on people's buying interest, digital marketing has a positive and significant effect on people's buying interest, and product prices have a positive and significant effect on people's buying interest, then the results of evaluating the goodness and suitability of the model are based on the r square values , q square, Standardized Root Mean Squared Residual, PLS Predict and goodness of fit index state that the model in this study has a high level of goodness of fit.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Pasar Rangkasbitung merupakan pasar daerah yang terletak di Kabupaten Lebak dan di kelola oleh Dinas Perindustrian dan Perdagangan Kabupaten Lebak. Saat ini pasar Rangkasbitung mengalami penurunan minat beli masyarakat yang menyebabkan omset penjualan menurun. Berdasarkan permasalahan tersebut pengelola pasar berupaya untuk meningkatkan minat beli masyarakat dengan beberapa upaya yang dilakukan di antaranya melakukan peningkatan kualitas pelayanan, mendorong pelaksanaan pemasaran digital serta memastikan harga jual sesuai dengan kualitas produk. Penelitian ini bertujuan untuk mengkonfirmasi pengaruh kualitas pelayanan, pemasaran digital dan harga produk terhadap minat beli masyarakat, serta untuk mengetahui hasil evaluasi kebaikan dan kecocokan model yang diteliti menggunakan metode Structural Equation Model Partial Least Square. Hasil penelitian menyatakan bahwa kualitas pelayanan berpengaruh positif namun tidak signifikan terhadap minat beli masyarakat, pemasaran digital berpengaruh positif dan signifikan terhadap minat beli masyarakat, dan harga produk berpengaruh positif dan signifikan terhadap minat beli masyarakat, kemudian hasil evaluasi kebaikan dan kecocokan model berdasarkan nilai r square, q square, Standarized Root Mean Squared Residual, PLS predict dan goodness of fit index menyatakan bahwa model pada penelitian ini memiliki tingkat kecocokan dan kebaikan dengan tingkat kecocokan yang tinggi | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions |
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| Divisions: | 03-Fakultas Teknik 03-Fakultas Teknik > 26201-Jurusan Teknik Industri |
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| Depositing User: | Rizky Akbari | |||||||||
| Date Deposited: | 22 Jul 2024 14:24 | |||||||||
| Last Modified: | 22 Jul 2024 14:24 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/38923 |
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