PENGARUH PROMOSI, PERSEPSI HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DI PT. GO ONLINE DESTINATIONS

PANGESTU, MELATI (2020) PENGARUH PROMOSI, PERSEPSI HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DI PT. GO ONLINE DESTINATIONS. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to discuss what are the influences that influence the purchase decision of shipping services at PT. Go Online Destinations. The independent variable obtained from the preliminary survey results are Promotion, price perception, and brand image. While the dependent variable obtained is a purchasing decision. Data analysis method uses Variance Based Structural Equation Modeling Partial Least Square (PLS). The population is the population living in the area of DKI Jakarta, with a sample of 200 respondents. The sampling technique uses convenience sampling. By using a quantitative descriptive approach. The results of this study indicate that promotion has a significant positive effect on purchase decisions, price perception has a significant positive effect on purchase decisions, and brand image have a significant positive effect on purchase decisions. Keywords: Promotion, Price Perception, Brand image, Purchase Decision. Penelitian ini bertujuan untuk membahas mengenai pengaruh apa saja yang mempengaruhi keputusan pembelian jasa pemesanan tiket pada PT. Go Online Destinations. Variabel independen yang didapatkan dari hasil survei pendahuluan adalah Promosi, Persepsi Harga, dan Citra Merek. Sedangkan variabel dependen yang didapatkan adalah keputusan pembelian. Metode analisis data menggunakan Variance Based Structural Equation Modeling Partial Least Square(PLS). Populasinya adalah penduduk berwilayah tinggal di DKI Jakarta, dengan sampel 200 responden. Teknik pengambilan sampel menggunakan convenience sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa Promosi berpengaruh positif signifikan terhadap keputusan pembelian, Persepsi Harga berpengaruh positif signifikan terhadap keputusan pembelian, serta Citra Merek berpengaruh positif signifikan terhadap keputusan pembelian. Kata kunci : Promosi, Persepsi Harga, Citra Merek, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 20 025
NIM/NIDN Creators:	43116010397
Additional Information:	Promosi, Persepsi Harga, Citra Merek, Keputusan Pembelian.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	12 Jan 2022 04:33
Last Modified:	24 Feb 2022 07:30
URI:	http://repository.mercubuana.ac.id/id/eprint/54096

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