Faktor-Faktor yang Mempengaruhi Keputusan Konsumen dalam Membeli Produk Minuman Secara Online pada Marketplace (Studi Kasus : Schuim.milkshake). (Factors that Influence Consumer Decisions in Purchasing Drink Products Online on Marketplaces (Case Study: Schuim.milkshake)).

Salam, Syaharani Pratiwi (2023) Faktor-Faktor yang Mempengaruhi Keputusan Konsumen dalam Membeli Produk Minuman Secara Online pada Marketplace (Studi Kasus : Schuim.milkshake). (Factors that Influence Consumer Decisions in Purchasing Drink Products Online on Marketplaces (Case Study: Schuim.milkshake)). Undergraduate thesis, Universitas 17 Agustus 1945.

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Abstract

Persaingan pada industri makanan dan minuman semakin ketat persaiangannya, untuk meningkatkan penjualan schuim.milkshake melakukan sistem penjualan secara offline dan online. Zaman sekarang teknologi berkembang sangat pesat, konsumen dapat melakukan pemesanan makan secara online. Tujuan penelitian ini untuk mengetahui faktor-faktor apa saja yang mempengaruhi keputusan konsumen dalam membeli produk minuman secara online pada marketpace di schuim.milkshake. hipotesis yang diajukan yaitu keputusan konsumen untuk membeli minuman (Y) yang dipengaruhi oleh produk (X1), harga (X2), promosi (X3), tempat (X4), kualitas layanan (X5), kemudahaan penggunaan marketplace (X6) dan kepercayaan (X7) dan dianalisis dengan Regresi Linier Berganda. Metode yang digunakan untuk memperoleh data informasi responden berupa kuesioner. Uji coba instrumen untuk mengukur validitas dan konsistensi kuesioner, hasilnya semua indikator-indikator variabel adalah valid dan reliabel. Nilai koefisien determinasi pada uji linier berganda sebesar 0,732 yang dapat diartikan bahwa semua variabel independen memiliki pengaruh 73,2 terhadap variabel dependen (Y) dan 26,8 lainnya dipengaruhi oleh faktor lain diluar variabel independen yang diteliti. Hasil uji F semua variabel independen memiliki pengaruh secara signifikan terhadap variabel dependen (Y), sedangkan hasil uji t variabel promosi, tempat dan kualitas layanan tidak berpengaruh signifikan terhadap keputusan pembelian.

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