ULFAH, MARIA (2019) PENGARUH SALES PROMOTION DAN CITRA MEREK TERHADAP KEPUTUSAN PENGGUNAAN KARTU KREDIT PANIN (Studi Kasus Pada Pengguna kartu kredit Panin Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study was to (1) analyze the influence of the sales promotion of the decision to use Panin credit card, (2) analyze the influence of the band image on decision to user Panin credit card. This study uses a causal research design. Collecting data with survey or quesionnaire. In this study populations is card holder Panin credit card in Jakarta area. Techniques used in sampling is Probability purposive sampling. Analysis of the data in this study using Partial Least Square (PLS) using Likert Scale. Result of the study (1) There is a positive and significant influence on sales promotion relationship to the decision to use. (2) There is a positive and significant on the brand image to the decision to use. Keyword: Sales Promotion, Brand Image, Decision to Use Tujuan penelitian ini adalah untuk (1) menganalisis pengaruh antara sales promotion terhadap keputusan penggunaan kartu kredit Panin, (2) menganalisis pengaruh antara citra merek terhadap keputusan penggunaan kartu kredit Panin. Penelitian ini menggunakan desain riset kausal. Pengumpulan data dengan survey atay kuesioner. Dalam penelitian kali ini populasinya adalah pengguna kartu kredit Panin area Jakarta. Teknik yang digunakan dalam pengambilan sample adalah Probability dengan purposive sampling. Analisis data dalam penelitian ini menggunakan metode Partial Least Square (PLS) dengan menggunakan Skala Likert. Hasil penelitian adalah (1) terdapat pengaruh positif dan signifikan pada hubungan sales promotion terhadap keputusan penggunaan. (2) Terdapat pengaruh positif dan signifikan pada hubungan citra merek terhadap keputusan penggunaan. Kata Kunci: Sales Promotion, Citra Merek, Keputusan Penggunaan
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 19 360 |
| NIM/NIDN Creators: | 43115120159 |
| Uncontrolled Keywords: | Sales Promotion, Citra Merek, Keputusan Penggunaan |
| Subjects: | 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.6 Sociology of Islam/Sosiologi Islam > 297.62 Islamic Organization/Organisasi Islam > 297.624 Economic Organization/Organisasi Ekonomi 400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.1 Organizations/Manajemen Organisasi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 19 Nov 2021 15:40 |
| Last Modified: | 27 May 2022 01:46 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/50586 |
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