ANALISIS PENENTU NIAT BELI ONLINE SLASHFOOTWEAR
DOI:
https://doi.org/10.32477/jkb.v29i2.287Keywords:
Social Media Marketing, Kepercayaan Konsumen, Persepsi Harga, Niat BeliAbstract
Penelitian dilakukan untuk menganalisis pengaruh social media marketing, kepercayan konsumen dan persepsi harga terhadap niat beli online followers Instagram Slashfootwear. Sampel pada penelitian ialah followers Instagram Slashfootwear. Diterapkan purposive sampling technique, jumlah responden sebanyak 110. Googleform digunakan dalam pengisian kuisioner secara on line. Teknik analisis data menggunakan regresi berganda. Hasil penelitian sebagai berikut. (1) terdapat pengaruh positif social media marketing terhadap niat beli online pada followers Instagram Slashfootwear. (2) terdapat pengaruh positif kepercayaan konsumen terhadap niat beli online pada followers Instagram Slashfootwear. (3) terdapat pengaruh positif persepsi harga terhadap niat beli online pada followers Instagram Slashfootwear. (4) terdapat pengaruh positif social media marketing, kepercyaan konsumen, dan persepsi harga terhadap niat niat beli online pada followers Instagram Slashfootwear.
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