Syah, Nurul Hasanah (2017) Analisis faktor-faktor yang mempengaruhi keputusan pembelian melalui online shop di kota medan. Masters thesis, Universitas Islam Negeri Sumatera Utara.
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Abstract
This research is aimed to find out the direct and indirect influence of advertising variables, product quality, price and the level of confidence in purchasing decisions through an online shop. The sample used in this research is consumers who make purchases at one of the shops that sell Muslim dress named Kedai ABI Medan. The method used in this research is quantitative approach using path analysis with SPSS version 17. The results show that the coefficient of determination (R-square) on a structural model of one variable is equal to 72.6% of advertising, product quality, price and the level of confidence influence purchasing decisions through an online shop, while 27.4% is explained by other factors. The coefficient of determination (R-square) on a structural model of two variables is 47.6% through advertising, product quality and prices affect the level of trust, meanwhile, 52.4% is explained by other factors. Simultaneously on structural models 1 shows the variables of advertising, product quality, the level of trust and influence purchasing decisions through online shop, this is indicated by the value of F (61,238) > F table (2.47). Moreover, the structural models 2 shows advertising model, product quality and price affects the level of trust. This is indicated by the value of F (41,786 ) > F table (2.47). Partially Structural models 1 shows the variables of advertising, product quality, price and the level of trust which influences purchasing decisions through an online shop. Partially on structural models 2 shows the variables of advertising, product quality, price and through thele level of trust. The last, the test results show the indirect significance which impacts their indirect effect of the variable product quality and price on purchase decisions through the confidence level significa
| Jenis Item: | Skripsi (Masters) |
|---|---|
| Subjects: | 300 Social sciences > 330 Economics |
| Divisions: | Program Pasca Sarjana > Program Magister > Ekonomi Islam |
| Pengguna yang mendeposit: | Mrs. Triana Santi |
| Date Deposited: | 24 Jul 2017 04:55 |
| Last Modified: | 04 Aug 2017 06:33 |
| URI: | http://repository.uinsu.ac.id/id/eprint/1863 |
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