| dc.contributor |
Fakultas Ilmu Komunikasi |
|
| dc.creator |
Hafiza, Esa Dicky |
|
| dc.creator |
Rochim, Moch |
|
| dc.date |
2018-08-07 |
|
| dc.date.accessioned |
2019-09-12T05:42:49Z |
|
| dc.date.available |
2019-09-12T05:42:49Z |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/11708 |
|
| dc.identifier.uri |
http://hdl.handle.net/123456789/24119 |
|
| dc.description |
Abstract. As an impact of the rapid technology development, trigger the emergence of various online shopping platforms, including Tokopedia. The presence of premium features on their service, providing revenue for the company on sustaining their business model. It is called Gold Merchant, a premium feature which claimed by the company to increase the gross merchandise volume of online store owners. The main aim of this research is to determine the correlation between Gold Merchant features with consumer buying interest. This research was classified as a quantitative correlation research, by spreading questionnaire to the respondents who have been selected. The sample of this research amounted to 120 respondents of Psychology students of Islamic University of Bandung, and rank spearman correlation analysis was used to test the hypothesis. This research indicate that the Gold Badge, TopAds, and Cashback feature have a significant correlation with buying interest. All variables are correlated, so it can be concluded that there is a correlation between Gold Merchant features with consumer buying interest on Tokopedia.Keywords: Marketplace, Features, Buy Interest Abstrak. Dampak perkembangan teknologi yang begitu rapid, memicu kemunculan berbagai platform belanja online, Tokopedia salah satu diantaranya. Kehadiran fitur premium dalam layanan mereka, memberikan pemasukan bagi perusahaan dalam menjalankan bisnisnya. Adalah Gold Merchant, fitur premium yang di klaim oleh perusahaan dapat meningkatkan nilai penjualan para pemilik toko online.Penelitian ini bertujuan untuk mengetahui hubungan antara fitur Gold Merchant dengan minat beli konsumen. Metode yang digunakan merupakan kuantitatif korelasional, dengan menyebarkan angket kepada responden yang telah dipilih. Sampel pada penelitian ini berjumlah 120 orang dari mahasiswa Fakultas Psikologi Universitas Islam Bandung, dan menggunakan teknik analisis korelasi rank spearman untuk menguji hipotesis penelitian.Hasil dari penelitian ini menunjukkan bahwa fitur Gold Badge, TopAds, dan Cashback memiliki hubungan yang signifikan dengan minat beli. Keseluruhan variabel dinyatakan berkorelasi sehingga dapat disimpulkan bahwa terdapat hubungan antara fitur Gold Merchant dengan minat beli konsumen di Tokopedia.Kata Kunci: Marketplace, Fitur, Minat Beli |
|
| dc.format |
application/pdf |
|
| dc.language |
eng |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/11708/pdf |
|
| dc.rights |
Copyright (c) 2018 Prosiding Manajemen Komunikasi |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 4, No 2, Prosiding Manajemen Komunikasi (Agustus, 2018); 468-473 |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 4, No 2, Prosiding Manajemen Komunikasi (Agustus, 2018); 468-473 |
|
| dc.source |
2460-6537 |
|
| dc.subject |
Manajemen Komunikasi |
|
| dc.subject |
Marketplace, Fitur, Minat Beli. |
|
| dc.title |
Hubungan Fitur Gold Merchant dengan Minat Beli di Tokopedia |
|
| dc.type |
info:eu-repo/semantics/article |
|
| dc.type |
info:eu-repo/semantics/publishedVersion |
|
| dc.type |
Peer-reviewed Article |
|
| dc.type |
Kuantitatif |
|