Sukmawati, Nur (2024) Pengaruh Social Normatif, Kualitas Informasi Yang Dirasakan Dan Kepercayaan Terhadap Niat Belanja Sosial Melalui Marketplace Pada Produk H&M. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to change the influence of social norms, perceived information qualityand trust on social shopping intentions through the marketplace on H&Mproducts. Survey data collected through distributing online questionnaires resulted in145respondents from the Surabaya area and surrounding areas. The results of therespondents' responses that were collected were analyzed descriptively using SPSSandstatistically analyzed using WarpPLS 7.0. This research method uses Structural EquationModeling. The research results show that normative social influence has a significant positive ef ect on social shopping intentions. Perceived information quality does not havea significant positive ef ect on social shopping intentions and trust has a significant positive ef ect on social shopping intentions. The results of this research provide valuablenew insights for companies regarding the need to develop new products that attract morecustomer attention and carry out promotions through the marketplace. Free deliveryisgiven to customers with purchase conditions that do not attract too high prices. Thismethod is used to attract consumers to purchase H&M fashion products in order toprovide information to those closest to them that H&M is carrying out promotions relatedto product purchases. Because of this, it can make someone interested in purchasingH&M products. So the research results show that the influence of social norms has apositive influence on social shopping intentions through the marketplace, the perceivedquality of information has a positive influence on social shopping intentions sothat consumers are also encouraged to get information that is felt by consumers in buyingH&M fashion products and trust has an influence. positive towards social shoppingintentions through the marketplace when purchasing H&M fashion products by providingfree shipping to consumers so that consumers buy these products. Keywords: Normative Social Influence, Perceived Quality of Information, Trust, H&MFashionProducts
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 600 - 609 TECHNOLOGY 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | NUR SUKMAWATI |
| Date Deposited: | 25 Apr 2024 03:32 |
| Last Modified: | 25 Apr 2024 03:32 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12192 |
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