HAMDANI, HUMAYRA (2020) PENGARUH KUALITAS LAYANAN, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA PT. TIKI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to identify the influence of Service Quality, Brand Image, and Price Perception, on Purchase Decision cosmetics in PT. TIKI. The independent variables obtained from the preliminary survey results are service quality, brand image, and price perception. While the dependent variable obtained is a purchasing decision. The population used in this study was the people who lived in the area of West Jakarta. The sample used in this study was 200 respondents. The sampling technique uses convenience sampling. By using a quantitative descriptive approach. Therefore, the data analysis used is statistical analysis in the form of SEM-PLS. The results of this study indicate that brand image has a significant positive effect on purchasing decisions, service quality has a significant positive effect on purchasing decisions, and price perceptions have a significant positive effect on purchasing decisions. Keywords: Brand Image, Service Quality, Price Perception, Purchase Decision, Shipping Services, PT. TIKI. Penelitian ini untuk mengetahui pengaruh Kualitas Layanan, Citra Merek dan Persepsi Harga terhadap Keputusan Pembelian pada PT. TIKI. Variabel independen yang didapatkan dari hasil survei pendahuluan adalah kualitas layanan, citra merek, dan persepsi harga. Sedangkan variabel dependen yang didapatkan adalah keputusan pembelian. Populasi yang digunakan adalah penduduk di wilayah Jakarta Barat. Sampel yang digunakan dalam penelitian ini adalah sebanyak 200 responden. Teknik pengambilan sampel menggunakan convenience sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa citra merek berpengaruh positif signifikan terhadap keputusan pembelian, kualitas layanan berpengaruh positif signifikan terhadap keputusan pembelian, serta persepsi harga berpengaruh positif signifikan terhadap keputusan pembelian. Kata kunci : Citra Merek, Kualitas Layanan, Persepsi Harga, Keputusan Pembelian, Jasa Pengiriman, PT. TIKI.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 20 019 |
| NIM/NIDN Creators: | 43116010400 |
| Additional Information: | Citra Merek, Kualitas Layanan, Persepsi Harga, Keputusan Pembelian, Jasa Pengiriman, PT. TIKI. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 023 Personnel Administration/Personalia Perpustakaan > 023.8 In-Service Training/Pelatihan Layanan 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 12 Jan 2022 04:49 |
| Last Modified: | 24 Feb 2022 07:24 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/54126 |
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