Pengaruh Kelangkapan Produk, Persepsi Harga dan Digital Marketing terhadap Minat Beli Konsumen pada Alfamidi Raya Ketintang Surabaya (The Influence of Product Completeness, Perceived Price and Digital Marketing on Consumer Purchase Interest at Alfamidi Raya Ketintang Surabaya)

Pamungkas, Abimanyu Bayu (2023) Pengaruh Kelangkapan Produk, Persepsi Harga dan Digital Marketing terhadap Minat Beli Konsumen pada Alfamidi Raya Ketintang Surabaya (The Influence of Product Completeness, Perceived Price and Digital Marketing on Consumer Purchase Interest at Alfamidi Raya Ketintang Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Kemajuan zaman terutam pada perkembangan internet dan teknologi telah menyebabkan pergeseran atau perubah baik perilaku konsumen dan perilaku para pelaku usaha, banyak dari kegiatan manusia yang bergeser dan beralih menggunakan media intenet untuk menunjang setiap kegiatannya. Alfamidi merupakan toko ritel yang didirikan oleh PT. Mudi Utama Indonesia Tbk yang bergerak pada bidang retail. Dengan usaha yang bergerak pada bidang retail kelengkapan produk dan harga sudah menjadi perhatian utama Alfamidi. Namun Adapun hal menarik lainnya yakni strategi pemasaran yang digunakan Alfamidi dengan memanfaatkan media internet yakni social media, hal ini membuktikan bahwa perkembangan zaman juga mempengaruhi perilaku para pelaku usaha. Adapun tujuan dari dilaksanakannya penelitian ini adalah unuk mengetahui dan memperoleh jawaban atas seberapa besar pengaruh yang dapat diberikan oleh kelengkapan produk, persepsi harga dan digital marketing terhadap minat beli konsumen pada salah satu gerai Alfamidi yakni Alfamidi Raya Ketintang Surabaya. Penelitian ini membutuhkan 100 responden yang sesuai dengan penelitian ini. Serta metode penelitian ini menggunakan metode penelitian kuantitatif dengan teknik pengambilan sampel accidental sampling. Hasil hipotesis dari uji parsial (uji t) dan uji simultan (uji F) diperoleh hasil pada uji t variabel kelengkapan produk, persepsi harga dan digital marketing berpengaruh secara parsial terhadap minat beli konsumen karena hasil menunjukan signifikansi lebih kecil dari 0,05%. Sedangkan pada uji F variabel kelengkapan produk, persepsi harga dan digital marketing berpengaruh secara simultan terhadap minat beli konsumen karena nilai signifikansi 0,00 < 0,05 dan nilai F hitung 245,800 > F tabel 2,70.Kesimpulan dari penelitian ini adalah bahwa terdapat pengaruh kelengkapan produk, persepsi harga dan digital marketing terhadap minat beli konsumen Alfamidi Raya Ketintang Surabaya.

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