NISSA, NABILLA MUTIARA (2021) MODEL KEPUTUSAN PEMBELIAN PAKET INTERNET “COMBO SAKTI” DENGAN VARIABEL CITRA MEREK, KUALITAS PRODUK DAN PROMOSI MENGGUNAKAN PENDEKATAN SEM SMART-PLS (Studi Kasus : Pt.Telkomsel). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
PT. Telekomunikasi Seluler Indonesia (Telkomsel) is one of the companies engaged in the telecommunications sector, and launched its newest product, the "Combo Sakti" internet package. Currently, telecommunications companies are increasingly competitive and are required to move faster to attract consumers. Therefore, this study aims to analyze and determine the variables of brand image, product quality and promotion that are the most influential in purchasing decisions for the "Combo Sakti" internet package. By using the SMART PLS SEM method, the results of the study show that the brand image and product quality variables have a positive and significant influence on the decision to buy the "Combo Sakti" internet package with values of 0,270 and 0,584, respectively, which are shown in the original sample value. The indicators of brand image and product quality that have the largest loading factor values are CM3 and KP5, which means the most influential factors in consumer considerations, to make purchasing decisions for the "Combo Sakti" internet package. In addition, the t value of the brand image variable is 2,020 and the t value of product quality is 4.578, and the significance value (P Values) of brand image shows 0.04 and product quality shows 0.00 where the value is smaller than 0.05. While the promotion variable does not significantly influence the decision to buy the "Combo Sakti" internet package, because the loading factor value shows -0.074 or 7.4% which is shown in the original sample value. Keywords: Brand Image, Product Quality, Promotion and SEM SMART PLS PT. Telekomunikasi Seluler Indonesia (Telkomsel) merupakan salah satu perusahaan yang bergerak di bidang telekomunikasi, dan meluncurkan produk terbarunya yaitu paket internet “Combo Sakti”. Perusahaan telekomunikasi saat ini, semakin kompetitif dan dituntut untuk bergerak lebih cepat untuk menarik konsumen. Oleh karena itu, penelitian ini bertujuan untuk menganalisis dan menentukan variabel citra merek, kualitas produk dan promosi yang paling berpengaruh dalam keputusan pembelian paket internet “Combo Sakti”. Dengan menggunakan metode SMART PLS SEM, hasil penelitian menunjukkan bahwa variabel citra merek dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian paket internet “Combo Sakti” dengan nilai masingmasing sebesar 0,270 dan 0,584 yang ditunjukkan dalam nilai sampel asli. Indikator citra merek dan kualitas produk yang memiliki nilai loading factor terbesar adalah CM3 dan KP5 yang artinya faktor yang paling berpengaruh dalam pertimbangan konsumen, untuk melakukan keputusan pembelian paket internet “Combo Sakti”. Selain itu nilai t hitung variabel citra merek sebesar 2,020 dan nilai t hitung kualitas produk sebesar 4,578 serta nilai signifikansi (P Values) citra merek sebesar 0,04 dan kualitas produk sebesar 0,00 dimana nilai tersebut lebih kecil dari 0,05. Sedangkan variabel promosi tidak berpengaruh signifikan terhadap keputusan pembelian paket internet “Combo Sakti”, karena nilai loading factor menunjukkan -0,074 atau 7,4% yang ditunjukkan pada nilai original sample. Kata Kunci : Citra Merek, Kualitas Produk, Promosi dan SEM SMART PLS
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