Analisis Komparasi Strategi Pemasaran Dalam Transaksi Jual Beli Online Dan Offline Pada Hijab (studi Kasus :mahasiswi Universitas Islam Riau)

Nisa, Chairun (2019) Analisis Komparasi Strategi Pemasaran Dalam Transaksi Jual Beli Online Dan Offline Pada Hijab (studi Kasus :mahasiswi Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

This study is motivated by the development of information technology systems that have an impact on the development of marketing, namely utilizing information technology in making purchases online. Online purchases are an alternative chosen for reasons of convenience, speed and practicality. In addition, not a few consumers also choose offline purchases for reasons of trust and security. One of them is in veil products. There is ease in purchasing veil online, but the items ordered are not in accordance with the visualization of the image. While in purchasing the veil offline the desired item can be known for its specifications but the location and cost are obstacles. For this reason, the authors are interested in examining the comparative analysis of marketing strategies for veils’ online and offline transaction (case study: Students of Riau Islamic University) based on product, price, promo, place, people, process and physical evidence factors. The purpose of this study is to find out whether there are differences in marketing strategies for veils’ online and offline transactions (case study: Students of Riau Islamic University). The subjects in this study are female students at the Riau Islamic University. The object of this study is a marketing strategy for veils online and offline transactions. The data sources used in this study are primary and secondary data sources. The sampling technique is using the Slovin formula, while the data collection technique used is using a questionnaire. The type of study is comparative where the calculation process uses SPSS for Windows version 23.0 with a paired sample t-test analysis test (t-test two paired samples). The sample of this study is 99 people. Based on the comparison test results (Paired T-test) it is known that the significance value is 0.008 <0.05 (probability value). And based on the value -tcount <-ttable that is -2,692 <-0,196. It proves there are differences of marketing strategies for veils’ online and offline transaction (case study: Students of Riau Islamic University).

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