PENGARUH E-PROMOTION, HARGA, DAN PACKAGING TERHADAP PURCHASE INTENTION PRODUK MAKE UP Y.O.U (Studi Kasus di Wilayah Kabupaten Rembang)

Adiasari, Lidiastuty (2022) PENGARUH E-PROMOTION, HARGA, DAN PACKAGING TERHADAP PURCHASE INTENTION PRODUK MAKE UP Y.O.U (Studi Kasus di Wilayah Kabupaten Rembang). Masters thesis, UNDARIS.

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Abstract

ABSTRAK Kosmetik merupakan salah satu kebutuhan yang sanga penting bagi Wanita. Disadari mupun tidak, wanita tidak bisa lepas dari kosmetik. Salah satu industri kosmetik dari perusahaan lokal yaitu Produk Make Up Y.O.U merupakan brand kecantikan di Indonesia, yang hadir di Kabupaten Rembang di tahun 2020. Penelitian ini menggunakan metode penelitian eksplanatori kuantitatif, dengan variabel independen ang digunakan e-promotion, harga, packaging serta variabel dependen adalah purchase intention pengambilan sampel pada penelitian ini berjumlah 100 responden. Teknik pengambilan data menggunakan angket, Teknik analisis data menggunakan program pengolahan data SPSS versi 26. Selanjutkan penelitian ini menunjukkan bahwa e-promotion, harga, packaging mempunyai hubungan terhadap purchase intention produk make up Y.O.U di Kabupaten Rembang. Dengan nilai koefisien korelasi e-promotion sebesar 0,354, harga sebesar 0,429, packaging sebesar 0,577. Selain itu e-promotion, harga, packaging mempunyai pengaruh terhadap purchase intention yang ditunujjukan dengan nilai koefisien regresi e-promotion 0,392, harga sebesar 0,461, packaging sebesar 0,653. Hasil analisis menunjukkan variabel harga dan packaging mempunai pengaruh signifikan terhadap purchase intention dengan nilai t hitung harga (3,234) > t tabel (1,984), sedangkan packaging (5,103) > dari t tabel. Sedangkan e-promotion tidak mempunyai pengaruh signifikan terhadap purchase intention dengan nilai t hitung (1,332) < dari t tabel (1,984). Hasil uji F diperoleh dari nilai F hitung (22,632) > dari F tabel (2,70). Hal tersebut menunjukkan bahwa e-promotion, harga, packaging secara simultan mempunyai pengaruh signifikan terhadap purchase intention. Kata kunci : E-Promotion, Harga, Packaging, Purchase Intention v ABSTRACT Cosmetics is one of the most important needs for women. Whether we realize it or not, women cannot be separated from cosmetics. One of the cosmetic industries from a local company, Y.O.U Make Up Products, is a beauty brand in Indonesia, which is present in Rembang Regency in 2020. This study uses a quantitative explanatory research method, with the independent variables used e-promotion, price, and packaging and the dependent variable is purchase intention. The sampling in this study amounted to 100 respondents. The data collection technique used a questionnaire, the data analysis technique used the SPSS version 26 data processing program. Furthermore, this study shows that e-promotion, price, and packaging have a relationship with the purchase intention of Y.O.U makeup products in Rembang Regency. With an e-promotion correlation coefficient value of 0.354, price of 0.429, and packaging of 0.577. In addition, e-promotion, price, and packaging have an influence on purchase intention which is indicated by the regression coefficient value of e-promotion is 0.392, the price is 0.461, and the packaging is 0.653. The results of the analysis show that the price and packaging variables have a significant influence on purchase intention with the value of t calculated price (3.234) > t table (1.984), while packaging (5.103) is > t table. Meanwhile, e-promotion does not have a significant effect on purchase intention with a t-count value (1.332) < the t-table (1.984). The results of the F test are obtained from the calculated F value (22.632) > the F table (2.70). This shows that e-promotion, price, and packaging simultaneously have a significant influence on purchase intention. Keywords: E-Promotion, Price, Packaging, Purchase Intention

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis
Depositing User: NOVITA NOVITA RAHAYU
Date Deposited: 03 Dec 2022 23:40
Last Modified: 03 Dec 2022 23:40
URI: http://repository.undaris.ac.id/id/eprint/732

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