PENGARUH IKLAN, PERSEPSI HARGA DAN BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN DALAM ONLINE SHOPPING

AKBAR, FERRYANSAH (2018) PENGARUH IKLAN, PERSEPSI HARGA DAN BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN DALAM ONLINE SHOPPING. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

ABSTRACT This study aims to analyze the influence of advertising, price perceptions and brand equity on purchasing decisions in online shopping. This research uses three independent variables, that is Influence of Advertisement, Price Perception variable, and Brand Equity variable, and one dependent variable is Purchase Decision. In previous studies, price perceptions and brand equity have been shown to have a positive effect and significantly influence purchasing decisions in online shopping. So in this study, added ad variables to see the effect on purchasing decisions in online shopping. The data in this study were collected through questionnaires distributed and implemented to 120 employees working in several offices in the Jakarta area as research samples. Data analysis method used is quantitative analysis, that is test of validity and reliability test, classic assumption test, t test and f test, coefficient of determination and multiple linear regression analysis. Based on the results of data analysis, shows that: ad variables have a positive and significant influence on purchasing decisions. Similarly, for variable perceptions of price and brand equity variables have a positive and significant influence on purchasing decisions. Keywords: Advertising, Price Perception, Brand Equity, Purchase Decision. ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh iklan, persepsi harga dan brand equity terhadap keputusan pembelian dalam online shopping. Penelitian ini menggunakan tiga variabel independen, yaitu variabel Pengaruh Iklan, variabel Persepsi Harga, dan variabel Brand Equity, serta satu variabel dependen yaitu Keputusan Pembelian. Dalam penelitian-penelitian sebelumnya, persepsi harga dan brand equity sudah terbukti memiliki pengaruh positif dan secara signifikan mempengaruhi keputusan pembelian dalam online shopping. Sehingga dalam penelitian ini, ditambahkan variabel iklan untuk melihat pengaruhnya terhadap keputusan pembelian dalam online shopping. Data dalam penelitian ini dikumpulkan melalui penyebaran kuesioner dan diimplementasikan kepada 120 karyawan yang bekerja di beberapa perkantoran di area Jakarta sebagai sampel penelitian. Metode analisis data yang digunakan adalah analisis kuantitatif, yaitu uji validitas dan uji reliabilitas, uji asumsi klasik, uji t dan uji f, koefisien determinasi serta analisis regresi linear berganda. Berdasarkan hasil analisis data, menunjukkan bahwa : variabel iklan mempunyai pengaruh positif dan signifikan terhadap keputusan pembelian. Begitu pula untuk variabel persepsi harga dan variabel brand equity mempunyai pengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Iklan, Persepsi Harga, Brand Equity, Keputusan Pembelian.

Item Type: Thesis (S2)
NIM: 55114110178
Uncontrolled Keywords: Iklan, Persepsi Harga, Brand Equity, Keputusan Pembelian.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
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: Dede Muksin Lubis
Date Deposited: 10 Jul 2018 03:14
Last Modified: 10 Jul 2018 03:14
URI: http://repository.mercubuana.ac.id/id/eprint/43593

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