PENGARUH PERSEPSI HARGA, KOMUNIKASI PEMASARAN DAN KUALITAS WEBSITE TERHADAP KEPUTUSAN PEMBELIAN DI PEGIPEGI.COM

AMANDALINA, NINDYA (2019) PENGARUH PERSEPSI HARGA, KOMUNIKASI PEMASARAN DAN KUALITAS WEBSITE TERHADAP KEPUTUSAN PEMBELIAN DI PEGIPEGI.COM. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of the research to test whether the price perception, marketing communication and web quality affect the purchase decision. The object of research is the people of West Jakarta who have been order on Pegipegi.com. This research was conducted on 160 respondents by using survey technique with questionnaires distribution tools. This type of research is quantitative causal, with non probability purposive type. The data instrument uses SEM statistical method of SmartPLS software version 3.0. The results of this research show that either partially, price perception variables affect the purchase decision, marketing communication variables affect the purchase decision, and web quality variables affect the purchase decision. Keyword : Price Perception, Marketing Communication, Web Quality and Purchase Decision Tujuan Penelitian ini adalah untuk menguji apakah persepsi harga, komunikasi pemasaran dan kualitas website berpengaruh terhadap keputusan pembelian. Objek penelitian ini adalah masyarakat Jakarta Barat yang sudah pernah memesan di Pegipegi. Penelitian ini dilakukan terhadap 160 responden dengan menggunakan teknik survey dengan alat penyebaran kuesioner. Jenis penelitian ini adalah kuantitatif kausal, dengan jenis non probability purposive. Instrumen data menggunakan metode statistik SEM software SmartPLS versi 3.0. Hasil penelitian ini menunjukkan bahwa secara parsial, variabel persepsi harga berpengaruh terhadap keputusan pembelian. Variabel komunikasi pemasaran berpengaruh terhadap keputusan pembelian dan variabel kualitas website berpengaruh terhadap keputusan pembelian. Kata kunci : Persepsi harga, Komunikasi pemasaran, Kualitas website dan Keputusan pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 022
NIM: 43114110012
Uncontrolled Keywords: Persepsi harga, Komunikasi pemasaran, Kualitas website dan Keputusan pembelian
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 > 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 > 005.435 Memory Management Programs/Program Manajemen Memori
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 25 Jan 2019 07:53
Last Modified: 06 Feb 2019 02:45
URI: http://repository.mercubuana.ac.id/id/eprint/46920

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