PENGARUH DISPLAY HALAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN GAME DIGITAL ORIGINAL DI MARKETPLACE TOKOPEDIA

Setyanto, Bimo Adji Aznan (2023) PENGARUH DISPLAY HALAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN GAME DIGITAL ORIGINAL DI MARKETPLACE TOKOPEDIA. Other thesis, UPN "Veteran" Yogyajarta.

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Abstract

xvi
ABSTRAK
Dalam industri game digital, Tokopedia telah menjadi platform yang penting bagi
konsumen untuk mencari dan membeli game digital original. Display halaman
produk yang menarik dan informatif dapat mempengaruhi persepsi konsumen dan
mempengaruhi keputusan pembelian mereka. Digitalisasi ini mendorong para
penjual untuk memanfaatkan peluang baru, namun juga meningkatkan persaingan
di pasar. Penjual harus aktif dan dapat mengikuti tren serta menampilkan display
halaman toko yang menarik untuk menarik konsumen. Tujuan penelitian ini ialah
untuk mengetahui adanya pengaruh dan seberapa besar pengaruh display halaman
produk terhadap keputusan pembelian game digital original di marketplace
Tokopedia serta mengetahui perilaku konsumen pada tingkat keputusan
pembelian produk game digital di marketplace Tokopedia setelah mengetahui
display halaman produk yang ditampilkan toko. Penelitian ini menggunakan
metode survei dengan menggunakan kuesioner sebagai instrumen pengumpulan
data. Sampel penelitian terdiri dari 100 responden dengan teknik simple random
sampling yang merupakan pengguna aktif marketplace Tokopedia dan memiliki
minat dalam pembelian game digital original atau pernah meninggalkan ulasan
produk pada laman toko tempat berbelanja. Hasil penelitian menunjukkan bawah
terdapat pengaruh display halaman produk Tokopedia dapat memengaruhi
keputusan pembelian game digital original sebesar 57,6% dan sisanya sebesar
42,4% dipengaruhi oleh promosi potongan harga dan iklan. Presentase tersebut
diperoleh dari hasil perhitungan persamaan koefisien determinasi dengan nilai
57,6% dengan koefisien determinasi (R Square) sebesar 0,576. Hal tersebut
menyatakan bahwa konsumen yang di dominasi oleh mahasiswa sangat antusias
pada tampilan halaman produk game digital original seperti cover, desain dan
tatanan penyusunan produk.
Kata kunci: Display Halaman Produk, Keputusan Pembelian, Game Digital
Original, Tokopedia.
xvii
ABSTRACT
In the digital game industry, Tokopedia has become an important platform for
consumers to find and buy original digital games. Displaying attractive and
informative product pages can influence consumer perceptions and influence their
purchasing decisions. This digitization encourages sellers to take advantage of
new opportunities, but also increases competition in the market. Sellers must be
active and able to follow trends and display attractive shop page views to attract
consumers. The purpose of this study was to determine the influence and how
much influence the display of product pages has on purchasing decisions of
original digital games on the Tokopedia marketplace and the behavior of knowing
consumers at the decision level to purchase digital game products on the
Tokopedia marketplace after knowing the appearance of the product pages
displayed by the store. This study used a survey method using a questionnaire as a
data collection instrument. The research sample consisted of 100 respondents
using the simple random sampling technique who are active users of the
Tokopedia marketplace and have an interest in buying original digital games or
have left product reviews on store pages where they shop. The results showed that
there was an influence on the display of Tokopedia product pages which could
influence the purchase decision of original digital games by 57.6% and the
remaining 42.4% were influenced by discounted promotions and advertisements.
This percentage is obtained from the calculation of the reduction in the coefficient
of determination with a value of 57.6% with a coefficient of determination (R
Square) of 0.576. This indicates that consumers who are dominated by students
are very enthusiastic about the appearance of original digital game product pages
such as covers, designs and layouts. product manufacturing.
Keywords: Product Page Display, Purchase Decision, Original Digital Game,
Tokopedia

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Product Page Display, Purchase Decision, Original Digital Game, Tokopedia
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	Eko Yuli
Date Deposited:	21 Sep 2023 01:37
Last Modified:	21 Sep 2023 01:37
URI:	http://eprints.upnyk.ac.id/id/eprint/37598

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