PENGARUH CITRA MEREK, KEPERCAYAAN MEREK, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN JASA PT. PRODIA OHI INTERNATIONAL (Kajian Pada Konsumen PT. Prodia OHI International)

PUTRI, CLAUDYA SUKMAWATI (2020) PENGARUH CITRA MEREK, KEPERCAYAAN MEREK, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN JASA PT. PRODIA OHI INTERNATIONAL (Kajian Pada Konsumen PT. Prodia OHI International). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is aimed to analysis the impact of Brand Image, Brand Trust, and Location toward Purchasing Decision of PT. Prodia OHI’s service. The purpose of this research are : 1) To test the influence of brand image toward purchasing decision of PT. Prodia OHI’s service, 2) To test the influence of brand trust toward purchasing decision of PT. Prodia OHI’s service, 3) To test the influence of location toward purchasing decision of PT. Prodia OHI’s service. The data collection techniques done by quesioner. The object of this research was 80 respondents of PT. Prodia OHI’s customers. Data of this research was analysed by using Smartpls 3.0. The result from this research showed that Brand Image has positive significant influence toward purchasing decision of PT. Prodia OHI’s service, meanwhile that Brand Trust and Location have positive not significant toward purchasing decision of PT. Prodia OHI’s service. Key Words : Brand Image, Brand Trust, Location, and Purchasing Decision Penelitian ini dilakukan untuk menganalisis pengaruh Citra Merek, Kepercayaan Merek, dan Lokasi terhadap Keputusan Pembelian Jasa Layanan PT. Prodia OHI. Tujuan dari penelitian ini adalah 1) Mengetahui pengaruh Citra Merek terhadap Keputusan Pembelian Jasa Layanan PT. Prodia OHI. 2) Mengetahui pengaruh Kepercayaan Merek terhadap Keputusan Pembelian Jasa Layanan PT. Prodia OHI. 3) Mengetahui pengaruh Lokasi terhadap Keputusan Pembelian Jasa Layanan PT. Prodia OHI. Adapun teknik pengumpulan data dilakukan dengan kuesioner. Objek dalam penelitian ini adalah 80 responden pelanggan PT. Prodia OHI. Data dalam penelitian ini dianalisis menggunakan SmartPLS 3.0. Hasil dari penelitian ini menunjukkan bahwa Citra Merek memiliki pengaruh positif signifikan terhadap Keputusan Pembelian Jasa Layanan PT. Prodia OHI, sedangkan Kepercayaan Merek dan Lokasi memiliki pengaruh positif tidak signifikan terhadap Keputusan Pembelian Jasa Layanan PT. Prodia OHI. Kata Kunci : Citra Merek, Kepercayaan Merek, Lokasi, dan Keputusan Pembelian

Item Type: Thesis (S1)
NIM: 43114110421
Uncontrolled Keywords: Citra Merek, Kepercayaan Merek, Lokasi, dan Keputusan Pembelian
Subjects: 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 > 069.1 Museum Services to Patrons/Layanan Museum untuk Pelanggan > 069.15 Instruction Services/Jasa Instruksi
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 338 Production, Industrial Economics/Produksi, Ekonomi Industri
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 338 Production, Industrial Economics/Produksi, Ekonomi Industri > 338.4 Secondary Industries and Services/Industri dan Jasa Sekunder
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 13 Jan 2020 01:48
Last Modified: 13 Jan 2020 01:48
URI: http://repository.mercubuana.ac.id/id/eprint/53456

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