CD Skripsi

Pengaruh Persepsi Konsumen Dan Iklan Terhadap Niat Beli Pada E-Commerce Sociolla Dengan Peran Kepercayaan Konsumen Di Kota Pekanbaru

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ABSTRACT
This research was conducted with the aim of finding out the influence of consumer perception and advertising on purchase intentions through consumer trust in Sociolla e-commerce in Pekanbaru City. The population in this research is the entire community in Pekanbaru City who are aware of Sociolla e-Commerce. Sampling in this study was carried out using a non-probability sampling technique using the Hair formula, so the total sample in this study was 130 respondents. The data analysis method for this research uses the Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis method with SmartPLS software version 4.0.9.2. The results of the research show that consumer perception has an influence on consumer trust, advertising has an influence on consumer trust, consumer perception has an influence on purchase intention, advertising has an influence on purchase intention, consumer trust has an influence on purchase intention, consumer perception has an influence on purchase intention through consumer trust, advertising has an influence on purchasing intentions through consumer trust in Sociolla e-Commerce in Pekanbaru City. These findings provide important implications for e-Commerce in designing effective marketing strategies, especially in designing appropriate and attractive advertisements so that consumer perceptions of e-Commerce are good. The conclusion of this research is that consumer perceptions and advertising on purchase intentions cannot be ignored, and consumer trust has an important role in increasing purchase intentions towards e-Commerce. Therefore, advertising can be used as an integrated marketing strategy to strengthen this relationship and create consumer trust in e-Commerce.
Keywords: Consumer Perception, Advertising, Purchase Intention, Consumer Trust

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102126072

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102126072

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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