Ismail, Rizky Riza (2024) PENGARUH KREDIBILITAS MEREK DAN KEAMANAN TERHADAP MINAT BELI PADA MARKETPLACE BUKALAPAK DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of technology and the internet will certainly bring a lot of convenience. Intense competition in the marketplace industry does have a positive impact on consumers, but also has a negative impact on some marketplaces. This study aims to test and find out how much influence brand credibility and security have on buying interest in the Bukalapak marketplace. This study uses primary data obtained from respondents' questionnaire answers. The population of this study were people in Central Surabaya City. The data used in this study are primary data and secondary data. The analysis technique used in this research is (PLS) with validity test, reliability test and hypothesis testing. Based on the results of research on 130 respondents, brand credibility and security have a positive and significant effect on purchase intention with the results showing that: (1) The Brand Credibility indicator, namely “Delivering what has been promised” has the highest influence on consumer buying interest. (2) while the most influential indicator of the Security variable is the ease of transactions through cash on delivery.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Rizky Riza Ismail | ||||||||
| Date Deposited: | 17 Sep 2024 03:35 | ||||||||
| Last Modified: | 17 Sep 2024 03:35 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/29004 |
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