PENGARUH HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada ritel jasa Pegipegi)

RAGITA, DESINTA PUSPA (2019) PENGARUH HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada ritel jasa Pegipegi). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini untuk mengetahui pengaruh harga dan citra merek terhadap keputusan pembelian pada situs pegipegi. Responden penelitian ini adalah konsumen yang membeli atau melakukan reservasi hotel melalui situs pegipegi. Penelitian ini dilakukan terhadap 110 responden dengan menggunakan pendekatan kuantitatif. Analisis yang digunakan adalah analisis statistik dalam bentuk SEMPLS. Hasil penelitian ini menunjukkan bahwa secara uji t harga dan citra merek berpengaruh signifikan terhadap keputusan pembelian pada mahasiswa Mercu Buana Kata kunci : harga, citra merek, keputusan pembelian This study is to determine the effect of price and brand image on purchasing decisions on pegipegi sites. The respondents of this study are consumers who buy or make hotel reservations through the Pegegegi website. This research was conducted on 110 respondents using a quantitative approach. The analysis used is statistical analysis in the form of SEM-PLS. The results of this study indicate that t-test price and brand image significantly influence purchasing decisions on Mercu Buana students Keywords: price, brand image, purchase decision.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 210
NIM/NIDN Creators: 43115010279
Additional Information: harga, citra merek, keputusan pembelian.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.93 Influence of Specific Situations/Pengaruh Situasi Tertentu
600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 646 Sewing Materials and Equipment, Clothing, Management of Personal and Family Life/Mesin Jahit dan Perlengkapan Menjahit, Pakaian, Management Pribadi dan Keluarga > 646.3 Clothing/Pakaian, Tata Busana, Mode Busana, Fashion
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 05 Jan 2022 03:13
Last Modified: 25 Mar 2022 03:35
URI: http://repository.mercubuana.ac.id/id/eprint/53602

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