PENGARUH SPIRITUALITAS, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MELALUI IKLAN FACEBOOK OLEH SISWA MA ANNAJAH

KARNENGSIH, KARNENGSIH (2020) PENGARUH SPIRITUALITAS, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MELALUI IKLAN FACEBOOK OLEH SISWA MA ANNAJAH. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the effect of spirituality, price and promotion on purchasing decisions through advertising on Facebook. The research data was obtained through a questionnaire filled out by respondents and collected on September 20, 2019. The sampling method used was purposive sampling, namely MA Annajah students in South Jakarta who had made online purchases through advertisements on Facebook. Of a population of 291 students from MA Annajah in South Jakarta, 171 met the criteria to be sampled. The analytical method used in this study is the Structural Equation Model (SEM). The results showed that the level of spirituality did not significantly influence purchasing decisions made by MA Annajah students in South Jakarta. The results showed that price has a significant influence on purchasing decisions made by MA Annajah students in South Jakarta. The results showed that promotion has a significant influence on purchasing decisions made by MA Annajah students in South Jakarta. Keywords: spirituality level, price, promotion, purchasing decision Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh spiritualitas, harga dan promosi terhadap keputusan pembelian melalui iklan Facebook. Data penelitian didapatkan melalui kuesioner yang diisi oleh para responden dan dikumpulkan kembali pada tanggal 20 September 2019. Metode sampling yang digunakan adalah purposive sampling, yaitu siswa MA Annajah yang sudah pernah melakukan pembelian secara online melalui iklan di Facebook. Dari populasi 291 siswa MA Annajah, 171 memenuhi kriteria untuk menjadi sampel. Metode analisis yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM). Hasil penelitian menunjukkan tingkat spiritualitas tidak berpengaruh secara signifikan terhadap keputusan pembelian yang dilakukan siswa MA Annajah. Harga menunjukkan tingkat spiritualitas berpengaruh secara signifikan terhadap keputusan pembelian yang dilakukan siswa MA Annajah. Promosi menunjukkan tingkat spiritualitas berpengaruh secara signifikan terhadap keputusan pembelian yang dilakukan siswa MA Annajah. Kata kunci: tingkat spiritualitas, harga promosi, keputusan pembelian

Item Type: Thesis (S2)
Call Number CD: CD/551. 20 070
Call Number: TM/51/21/023
NIM/NIDN Creators: 55117010004
Uncontrolled Keywords: tingkat spiritualitas, harga promosi, keputusan pembelian
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Putra Arsy Anugrah
Date Deposited: 09 Nov 2021 04:51
Last Modified: 25 Apr 2022 02:23
URI: http://repository.mercubuana.ac.id/id/eprint/50114

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