Please use this identifier to cite or link to this item:
https://repositori.uma.ac.id/handle/123456789/27890
Title: | Pengaruh Daya Tarik Iklan Dan Brand Trust Terhadap Minat Beli Konsumen Produk Kosmetik Pada Pengguna E-Commerce Sociolla (Studi Kasus Kelurahan Tanjung Rejo) |
Other Titles: | The Influence of Advertising Attractiveness and Brand Trust on Consumer Purchase Intention for Cosmetic Products Among E-Commerce Users Sociolla (Case Study of Tanjung Rejo Village) |
Authors: | Pasaribu, Tiara Hotria |
metadata.dc.contributor.advisor: | Aramitha, Finta |
Keywords: | Daya Tarik Iklan;Brand Trust;Minat Beli;Advertising Attractiveness |
Issue Date: | 14-Mar-2025 |
Publisher: | Universitas Medan Area |
Series/Report no.: | NPM;208320089 |
Abstract: | Pesatnya laju pertumbuhan ekonomi dan pasar yang terus berkembang, mendorong persaingan yang ketat antar perusahaan. Ditambah lagi dengan adanya perkembangan teknologi saat ini, tentunya akan memberikan pengaruh yang cukup signifikan bagi perusahaan dalam memasarkan produk-produk yang dijual agar dapat diterima oleh konsumen dengan berbagai cara. Penelitian ini bertujuan untuk melihat seberapa besar pengaruh Daya Tarik Iklan (X1) dan Brand Trust (X2) terhadap Minat Beli (Y) pada Pengguna E-commerce Sociolla di Kelurahan Tanjung Rejo. Penelitian ini menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah seluruh masyarakat yang berada di kelurahan tanjung rejo sebanyak 6.650. data yang diperoleh dari kuesioner menggunakan skala likert yang disebar melalui google form yang berisikan kuesioner. Sampel penelitian ini sebanyak 100 sampel diambil dengan rumus slovin dan Teknik pengumpulan sampel yang digunakan berupa non probability sampling berupa purposive sampling. Data penelititian ini dianalisis dengan menggunakan analisis regresi liniear berganda dengan alat bantu SPSS. Hasil penelitian ini menunjukkan bahwa variabel daya tarik iklan secara parsial berpengaruh positif dan signifikan terhadap minat beli, variabel brand trust secara parsial berpengaruh positif dan signifikan terhadap minat beli. Sedangkan variabel daya tarik iklan dan brand trust secara simultan berpengaruh positif dan signifikan terhadap minat beli konsumen produk kosmetik pada pengguna e-commerce sociolla di kelurahan tanjung rejo, dengan nilai R Square sebesar 0,563 atau 56,3%. The rapid pace of economic growth and the ever-expanding market has driven intense competition between companies. Furthermore, current technological developments will significantly influence companies in marketing their products to ensure consumer acceptance in various ways. This study aims to determine the extent to which Advertising Attractiveness (X1) and Brand Trust (X2) influence Purchase Intention (Y) among Sociolla E-commerce Users in Tanjung Rejo Village. This study uses a quantitative approach. The population in this study is all 6,650 people in Tanjung Rejo Village. Data were collected from questionnaires using a Likert scale distributed through Google Forms containing questionnaires. A sample of 100 samples was taken using the Slovin formula and the sampling technique used was non-probability sampling in the form of purposive sampling. The data were analyzed using multiple linear regression analysis with SPSS. The results of this study indicate that the variable of advertising attractiveness partially has a positive and significant effect on purchase intention, while the variable of brand trust partially has a positive and significant effect on purchase intention. Meanwhile, the variables of advertising attractiveness and brand trust simultaneously have a positive and significant effect on consumer interest in purchasing cosmetic products among Sociolla e-commerce users in Tanjung Rejo sub-district, with an R Square value of 0.563 or 56.3%. |
Description: | 90 Halaman |
URI: | https://repositori.uma.ac.id/handle/123456789/27890 |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
208320089 - Tiara Hotria Pasaribu - Chapter IV.pdf Restricted Access | Chapter IV | 402.26 kB | Adobe PDF | View/Open Request a copy |
208320089 - Tiara Hotria Pasaribu - Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 1.56 MB | Adobe PDF | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.