Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Online Melalui Social Media Pada Mahasiswa Perguruan Tinggi Di Surabaya

Zahira, Rr Jasmine Annisya (2021) Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Online Melalui Social Media Pada Mahasiswa Perguruan Tinggi Di Surabaya. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Social media saat ini semakin berkembang dan memiliki berbagai manfaat, diantaranya menjadi tempat untuk berbisnis (bisnis online) sebagai tempat untuk bertransaksi maupun tempat untuk melakukan pemasaran. Semakin banyaknya kompetitor, membuat pelaku bisnis online maupun yang akan membuka suatu bisnis online perlu mengetahui faktor yang dapat mempengaruhi seseorang melakukan pembelian online agar dapat bertahan. Menurut penelitian yang dilakukan pew research centre pengguna social media terbanyak berusia 18-29 tahun selain itu berdasarkan penelitian dari Kompas mahasiswa memiliki minat belanja yang tinggi atau cenderung memiliki sifat konsumtif. Oleh karena itu pada penelitian ini akan dilakukan analisis faktor-faktor yang mempengaruhi keputusan pembelian online melalui social media pada mahasiswa Perguruan Tinggi di Surabaya untuk mengetahui faktor-faktor yang mempengaruhi keputusan pembelian online melalui social media. Metode statistik yang digunakan pada penelitian ini adalah regresi logistik biner dengan faktor yang diduga mempegaruhi yaitu keamanan, kepercayaan, kualitas layanan, harga, promosi, dan brand awareness. Hasil analisis me-nunjukkan faktor yang dapat mempengaruhi keputusan pembelian online melalui social media pada mahasiswa Perguruan Tinggi di Surabaya adalah kualitas layanan dan brand awareness.
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Social media is currently growing and has various benefits, including being a place for doing business called online business as a place to transact and a place to do marketing. The increasing number of competitors, making online business people or those who will open an online business need to know factors that can influence someone to make an online purchase in order to survive amid the many existing competitors. Based on research conducted by the Pew Research Center, 18-29 year olds are the most users of social media and based on research from Kompas, college student have a high shopping interest or tend to have a consumptive nature. Therefore, in this study, an analysis of the factors that influence online purchasing decisions through social media will be carried out for college student of surabaya to determine the factors that influence online purchasing decisions through social media. The statistical method used in this study is binary logistic regression with factors that are thought to affect security, trust, service quality, price, promotion, and brand awareness. The results of the analysis show that the factors can influence online purchasing decisions through social media for college student of Surabaya are service quality and brand awareness.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Binary Logistic Regression, Brand Awareness, Online Businesss, Social Media,Bisnis Online,Brand Awareness, Regresi Logistik Biner, Social media
Subjects:	H Social Sciences > HA Statistics > HA31.3 Regression. Correlation H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Vocational > 49501-Business Statistics
Depositing User:	Rr.Jasmine Annisya Zahira
Date Deposited:	07 Aug 2021 03:59
Last Modified:	07 Aug 2021 03:59
URI:	http://repository.its.ac.id/id/eprint/85003

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