PENGARUH CITRA MEREK, KELOMPOK REFERENSI, DAN BRAND AMBASADOR TERHADAP MINAT BELI KONSUMEN MELALUI SITUS ONLINE TOKOPEDIA (Studi Kasus Mahasiswa Reguler 1 Mercu Buana Meruya)

DWITAMA, FERDIANSYAH (2018) PENGARUH CITRA MEREK, KELOMPOK REFERENSI, DAN BRAND AMBASADOR TERHADAP MINAT BELI KONSUMEN MELALUI SITUS ONLINE TOKOPEDIA (Studi Kasus Mahasiswa Reguler 1 Mercu Buana Meruya). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

his research is to know the influence of brand image, reference group and brand ambassador to consumer buying interest (case study on tokopedia online store). Sampling technique in this research is Purposive sampling. Respondents in this study were 100 respondents in the faculty of economics and business class of 2014 to 2016. To test the reliability and hypothesis testing using SPSS 21 application. The results of reliability in this study obtained a brand image of 0.739, reference group of 0.650, brand ambassador of 0.718, and consumer buying interest of 0.726. Then from every each independent variable shows enough significance to consumer buying interest. Keywords: Brand image, Reference group, Brand Ambassador, eccomerce Penelitian ini untuk mengetahui pengaruh citra merek, kelompok referensi dan brand ambassador terhadap minat beli konsumen (studi kasus pada toko online tokopedia). Teknik pengambilan sampel dalam penelitian ini yaitu Purposive sampling. Responden dalam penelitian ini sebanyak 100 responden pada mahasiswa fakultas ekonomi dan bisnis angkatan 2014 sampai dengan 2016. Untuk menguji reliabilitas dan pengujian hipotesis menggunakan aplikasi SPSS 21. Hasil dari reliabilitas pada penelitian ini memperoleh citra merek sebesar 0,739, kelompok referensi sebesar 0,650, brand ambassador sebesar 0,718, dan minat beli konsumen sebesar 0,726. Lalu dari setiap setiap variabel independent menunjukan signifikansi yang cukup terhadap minat beli konsumen. Kata Kunci : Citra merek, Kelompok referensi, Brand Ambassador, eccomerce

Item Type: Thesis (S1)
Call Number CD: FE/MJ 18 601
NIM/NIDN Creators: 43113010372
Uncontrolled Keywords: Citra merek, Kelompok referensi, Brand Ambassador, eccomerce
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 08 Nov 2018 03:24
Last Modified: 10 Jan 2019 08:42
URI: http://repository.mercubuana.ac.id/id/eprint/45462

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