APIKMUMTAZAH, FARRAS (2026) PENGARUH BRAND IMAGE, KUALITAS LAYANAN, DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK VIRTUAL BUKALAPAK (Studi di Wilayah Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (652kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (241kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (194kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (257kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (362kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (122kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (191kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (861kB) |
Abstract
This study aims to examine the effect of brand image, service quality, and consumer trust on purchase decisions. The population of this study consists of consumers who have purchased Bukalapak virtual products in the Tangerang area. A total of 300 respondents were selected as the research sample, determined based on the formula proposed by Hair et al. The sampling method used was nonprobability sampling with a purposive sampling technique. Data were collected using a survey method through a questionnaire distributed via Google Forms. The data analysis technique employed in this study was Partial Least Squares (PLS). The results of the study indicate that Brand Image has a positive and significant effect on purchase decisions. Service quality also has a positive and significant effect on purchase decisions. In addition, consumer trust is proven to have a positive and significant effect on purchase decisions. Keywords : Brand Image, Service Quality, Consumer Trust, Purchase Decisions Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh dari brand image, kualitas layanan dan kepercayaan konsumen terhadap keputusan pembelian. Populasi dalam penelitian ini adalah konsumen yang pernah membeli produk virtual Bukalapak di wilayah Tangerang. Sampel yang dipergunakan adalah sebanyak 300 respoden, dihitung berdasarkan rumus Hair, et al. Metode pengambilan sampel menggunakan Non Probability Sampling dengan teknik yang digunakan adalah Purposive Sampling. Metode pengumpulan data dalam penelitian ini menggunakan metode survei, dengan instrument penelitian kuesioner melalui google form. Metode analisis data menggunakan Partial Least Square. Hasil penelitian menunjukkan bahwa Brand Image berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas layanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Kepercayaan konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Brand Image, Kualitas Layanan, kepercayaan Konsumen, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43122010106 |
| Uncontrolled Keywords: | Brand Image, Kualitas Layanan, kepercayaan Konsumen, Keputusan Pembelian |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis > 152.5 Psychological urges/Dorongan psikologis 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 05 May 2026 08:51 |
| Last Modified: | 05 May 2026 08:51 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/102129 |
Actions (login required)
 |
View Item |
