Implementasi Platform Digital Dan Entitas Produk Terhadap Kinerja Pasar Digital Tanaman Hias Melalui Kepuasan Konsumen Sebagai Peubah Intervening Di Kota Batu

Azzahra, A'isyah Garin (2025) Implementasi Platform Digital Dan Entitas Produk Terhadap Kinerja Pasar Digital Tanaman Hias Melalui Kepuasan Konsumen Sebagai Peubah Intervening Di Kota Batu. [Tugas Akhir/Skripsi] (Unpublished)

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Abstract

Tujuan dari penelitian ini adalah untuk melihat bagaimana kinerja pasar digital tanaman hias dipengaruhi oleh platform digital dan kinerja produk, dengan kepuasan konsumen sebagai variabel intervening pada pelaku usaha tanaman hias di Desa Wisata Sidomulyo, Kota Batu. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan metode Partial Least Squares (PLS-SEM) Structural Equation Modeling menggunakan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan: (1) pentingnya kualitas model, beban faktor eksternal yang memadai, dan indikator bobot eksternal, di mana beban faktor dan reliabilitas komposit ≥ 0,70, validitas diskriminan menggunakan Fonnell-Lacker, dan HTMT di bawah 0,90, sehingga memenuhi validitas konvergen; (2) signifikansi semua koefisien jalur antara variabel dengan kolinearitas statistik VIF ≥ 0,5, validitas konstruk, dan reliabilitas AVE ≥ 0,50; (3) signifikansi efek tidak langsung total variabel platform pemasaran digital terhadap keputusan pembelian, serta efek tidak langsung spesifik variabel platform digital terhadap kepuasan konsumen dan selanjutnya terhadap keputusan pembelian; (4) signifikansi efek tidak langsung total variabel platform pemasaran digital terhadap keputusan pembelian, serta efek tidak langsung spesifik variabel platform digital terhadap kepuasan konsumen dan selanjutnya terhadap keputusan pembelian; (5) signifikansi akurasi model, di mana validitas silang konstruksi Q2 <0,7; dan (6) signifikansi daya prediksi model dengan nilai CVPAT yang lebih kuat. Para responden terdiri dari pembeli, pelaku bisnis, dan peminat tanaman hias. Hasil penelitian menunjukkan bahwa kinerja produk dan platform digital berpengaruh positif dan signifikan terhadap kepuasan konsumen, serta keputusan membeli. Selain itu, kepuasan konsumen juga berpengaruh signifikan terhadap keputusan membeli. Serta kepuasan konsumen terbukti memediasi hubungan antara kinerja produk dan platform digital terhadap keputusan membeli. =================== The purpose of this study is to see how the performance of the ornamental plant digital market is influenced by digital platform and product performance, with customer satisfaction as an intervening variable in ornamental plant businesses in Sidomulyo Tourism Village, Batu City. This study use a quantitative approach base on the Partial Least Squares (PLS-SEM) Structural Equation Modelling method by SmartPLS 4 software. The research result indicate: (1) the significance of the model quality, adequate reflective outer loading and outer weight indicators, where factor loading and composite reliability ≥ 0.70, discriminant validity using Fonnell-Lacker, and HTMT below 0.90, thus fulfiling convergent validity; (2) the significance of all path coefficients between variables with statistical collinearity VIF ≥ 0.5, construct validity and reliability AVE ≥ 0.50; (3) the significance of the total indirect effect of the digital marketing platform variable on purchasing decisions, as well as the specific indirect effect of the digital platform variable on consumer satisfaction and subsequently on purchasing decisions; (4) the significance of the total indirect effect of the digital marketing platform variable on purchasing decisions, as well as the specific indirect effect of the digital platform variable on consumer satisfaction and subsequently on purchasing decisions; (5) The significance of model accuracy, where construct cross-validity Q2 <0.7; and (6) the significance of model predictive power with a stronger CVPAT value. The results showed that product performance, and digital platforms have a significant effect on customer satisfaction, as well as purchasing decisions. Furthermore customer satisfaction has a significant effect on purchasing decisions. Customer satisfaction is proven to mediate the relationship between product performance, and digital platforms to purchasing decisions.

Item Type:	Tugas Akhir/Skripsi
Uncontrolled Keywords:	Digital, Implementasi, Kepuasan, Kinerja, Konsumen
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	Faculty of Agriculture > Agrotechnology Study Program
Depositing User:	A'isyah Garin Azzahra
Date Deposited:	08 Aug 2025 05:39
Last Modified:	08 Aug 2025 05:39
URI:	http://erepository.uwks.ac.id/id/eprint/20594

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