Suci Ramasiah, - (2024) PENGARUH KUALITAS WEBSITE TUPPERWARE SHOP DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Website merupakan salah satu media transaksi online. Ditengah berkembangnya teknologi dan kemajuan zaman, website menjadi salah satu media transaksi jual beli online. Tupperware merupakan sebuah perusahaan yang bergerak dibidang perlengkapan rumah tangga dan salah satu perusahaan yang sudah memanfaatkan website untuk transaksi jual beli. Tupperware terus menciptakan dan menghadirkan produk melalui inovasi yang dilakukan. Penelitian ini menggunakan metode Webqual 4.0 untuk mengukur kualitas website (usability, information quality, dan service interaction quality). Jenis penelitian kuantitatif dengan pendekatan kausal, serta dilakukan analisis deskriptif. Pengambilan sample yang diambil adalah probability sampling dengan teknik simple random sampling. Jumlah sample terdiri dari 135 responden. Penelitian dilakukan dengan menggunakan bantuan software SPSS versi 26 untuk menguji hipotesis. Hasil penelitian ini menunjukkan . Hasil penelitian menyatakan: 1) kualitas website (X1) berpengaruh secara positif dan signifikan terhadap keputusan pembelian (Y). 2) inovasi produk (X2) berpengaruh secara positif dan signifikan terhadap keputusan pembelian (Y). 3) Kualitas website dan inovasi produk secara simultan berpengaruh positif dan signifikan berpengaruh terhadap keputusan pembelian (Y). The website is a medium for online transactions. With the advancement of technology and evolving trends, websites have become a key platform for online buying and selling. Tupperware, a company specializing in household products, is one of the businesses that has utilized websites for its transactions. Tupperware continuously creates and introduces new products through innovation. This research employs the Webqual 4.0 method to assess website quality (usability, information quality, and service interaction quality). The study uses a quantitative approach with a causal framework and descriptive analysis. The sample was selected using probability sampling with a simple random sampling technique, consisting of 135 respondents. The research utilized SPSS version 26 to test the hypotheses. The results indicate that: 1) website quality (X1) has a positive and significant impact on purchase decisions (Y); 2) product innovation (X2) has a positive and significant impact on purchase decisions (Y); and 3) both website quality and product innovation simultaneously have a positive and significant effect on purchase decisions (Y).
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA Dosen Pembimbing: Rangga Gelar Guntara: 6738149 Adam Hermawan: 6681172 |
| Uncontrolled Keywords: | Kualitas Website, Inovasi Produk, Keputusan Pembelian. Quality of website, innovation product, Purchasing Decision. |
| Subjects: | T Technology > T Technology (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Bisnis Digital |
| Depositing User: | Suci Ramasiah |
| Date Deposited: | 20 Nov 2024 03:37 |
| Last Modified: | 20 Nov 2024 03:37 |
| URI: | http://repository.upi.edu/id/eprint/128843 |
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