Pengaruh Testimonial, Trust, Dan Minat Beli Terhadap Keputusan Beli Produk Tiff Body

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Nadya, Yohana (2019) Pengaruh Testimonial, Trust, Dan Minat Beli Terhadap Keputusan Beli Produk Tiff Body. UGP-Thesis thesis, LSPR Communication and Business Institute.

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Abstract

Seiring dengan perubahan gaya hidup masyarakat Indonesia yang beralih kepada dunia online, menjadi salah satu alasan bisnis e-commerce begitu diminati pelaku bisnis. Penelitian ini bertujuan untuk mengetahui pengaruh testimonial, trust dan minat beli dalam meningkat keputusan beli produk Tiff Body. Penelitian ini menggunakan metodologi kuantitatif dan metode pengumpulan data menggunakan kuesioner online dengan teknik purposive sampling yang disebarkan kepada 152 responden pelanggan yang pernah berbelanja di Tiff Body. Setelah dilakukan analisis data menggunakan Structural Equation Modeling (SEM) dengan program LISREL 8.80, hasil penelitian menunjukkan bahwa trust berpengaruh terhadap keputusan beli, yang juga meningkatkan minat beli. Sedangkan testimonial tidak berpengaruh terhadap minat beli maupun keputusan beli, namun berpengaruh besar terhadap peningkatan trust.

Kata kunci: Testimonial, trust, minat beli, keputusan beliL

Item Type: Thesis (UGP-Thesis)
Uncontrolled Keywords: Public Relations
Subjects: H Social Sciences > HT Communities. Classes. Races
Divisions: Faculty of Communication, Communication Studies > Public Relations & Digital Communication
Depositing User: Ms Kartika S
Date Deposited: 09 Jan 2024 08:49
Last Modified: 09 Jan 2024 08:49
URI: http://repository.lspr.ac.id/id/eprint/1976

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