Azizah, - (2024) ANALISIS AFFILIATE MARKETING, CUSTOMER REVIEW, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI PRODUK VIVA COSMETICS PADA GENERASI Z DI PROVINSI JAWA BARAT. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Tujuan penelitian ini untuk mengetahui bagaimana gambaran umum dan pengaruh Affiliate Marketing, Customer Review, dan Brand Image terhadap keputusan pembelian melalui minat beli produk Viva Cosmetics. Metode penelitian yang digunakan adalah kuantitatif, dengan pendekatan deskriptif dan verifikatif. Penelitian ini dilakukan kepada populasi Generasi Z di Provinsi Jawa Barat dengan total populasi sebanyak 12.965.399 jiwa, menggunakan teknik pengambilan sampel berupa non-probabilty sampling dengan rumus Lameshow, sehingga didapatkan sampel sebanyak 96 responden (dibulatkan menjadi 100). Sumber data yang digunakan ialah data primer dan sekunder. Metode pengumpulan data menggunakan angket (kuesioner) dan wawancara. Pengolahan data menggunakan aplikasi SmartPLS versi4 dengan metode SEM Partial Least Square (PLS). Teknik analisis statistik data menggunakan analisis statistik deskriptif, outer model (uji validitas dan realibitas), inner model (uji R^2, f^2, dan model fit), dan uji hipotesis (koefisien jalur). Hasil penelitian menunjukkan bahwa 1) terdapat pengaruh yang positif dan signifikan dari affiliate marketing terhadap keputusan pembelian sebesar 20% yang artinya memiliki pengaruh sedang, 2) terdapat pengaruh yang positif dan signifikan dari affiliate marketing terhadap minat beli sebesar 17,2% yang artinya memiliki pengaruh sedang, 3) terdapat pengaruh yang negatif dan signifikan dari customer review terhadap keputusan pembelian sebesar -18,1% yang artinya memiliki pengaruh sangat kecil, 4) terdapat pengaruh yang positif dan signifikan dari customer review terhadap minat beli sebesar 17,7% yang artinya memiliki pengaruh sedang, 5) terdapat pengaruh yang positif dan signifikan dari brand image terhadap keputusan pembelian sebesar 25,4% yang artinya memiliki pengaruh sedang, 6) terdapat pengaruh yang positif dan signifikan dari brand image terhadap minat beli sebesar 31% yang artinya memiliki pengaruh sedang, dan 7) terdapat pengaruh yang positif dan signifikan dari minat beli terhadap keputusan pembelian sebesar 55,4% yang artinya memiliki pengaruh besar. The aims of this study was to determine how the overview and influence of Affiliate Marketing, Customer review, and Brand Image on purchasing decisions through buying interest in Viva Cosmetics products. The research method used is quantitative, with a descriptive and verification approach. This research was conducted on the Generation Z population in West Java Province with a total population of 12,965,399 people, using a sampling technique in the form of non- probabilty sampling with the Lameshow formula, so that a sample of 96 respondents was obtained (rounded up to 100). The data sources used are primary and secondary data. Data collection methods using questionnaires and interviews. Data processing using the SmartPLS version4 application with the SEM Partial Least Square (PLS) method. The data statistical analysis technique uses descriptive statistical analysis, outer model (validity and reliability test), inner model (R^2, f^2, and model fit test), and hypothesis testing (path coefficient and Specific Indirect Effects (SIE). The results showed that 1) there is a positive and significant effect of affiliate marketing on purchasing decisions by 20% which means it has a moderate influence, 2) there is a positive and significant effect of affiliate marketing on buying interest by 17.2% which means it has a moderate influence, 3) there is a negative and significant effect of customer reviews on purchasing decisions by -18.1% which means it has very little influence, 4) there is a positive and significant effect of customer review on purchase intention of 17.7% which means it has a moderate influence, 5) there is a positive and significant effect of brand image on purchasing decisions of 25.4% which means it has a moderate influence, 6) there is a positive and significant effect of brand image on purchase intention of 31% which means it has a moderate influence, and 7) there is a positive and significant effect of purchase intention on purchasing decisions of 55.4% which means it has a big influence.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA Dosen Pembimbing: Azizah Fauziyah: 6084425 Mira Nurfitriya: 6746175 |
| Uncontrolled Keywords: | Affiliate Marketing, Customer Review, Brand Image, Keputusan Pembelian, Minat Beli. Affiliate Marketing, Customer Review, Brand Image, Purchasing Decision, Purchase Intention. |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Kewirusahaan |
| Depositing User: | Azizah |
| Date Deposited: | 19 Aug 2024 08:04 |
| Last Modified: | 19 Aug 2024 08:04 |
| URI: | http://repository.upi.edu/id/eprint/120431 |
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