PENGARUH KUALITAS PELAYANAN, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TOKOPEDIA (Studi Kasus di Jakarta Barat)

WIJAYA, CHANDRA (2020) PENGARUH KUALITAS PELAYANAN, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TOKOPEDIA (Studi Kasus di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine and analyze the Effect of Service Quality, Brand Image and Promotion on Tokopedia Purchasing Decisions. The data used are primary data with survey methods through questionnaire. The sample used was 175 respondents with simple random sampling technique. This research uses the Variance Based Structural Equation Model. The results showed that service quality had not significant effect on purchasing decisions, while brand image and promotion had a significant effect on purchasing decisions. Keywords: Service quality, Brand Image, Promotion, Buying decision Penelitian ini bertujuan untuk mengetahui dan menganalisis Pengaruh Kualitas Pelayanan, Citra Merek dan Promosi terhadap Keputusan Pembelian Tokopedia. Data yang digunakan adalah data primer dengan metode survei melalui penyebaran kuesioner. Sampel yang digunakan adalah 175 responden dengan teknik simple random sampling. Penelitian ini menggunakan metode Variance Based Structural Equation Model. Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh tidak signifikan terhadap keputusan pembelian, sedangkan citra merek dan promosi berpengaruh signifikan terhadap keputusan pembelian. Kata kunci: Kualitas Pelayanan, Citra Merek, Promosi, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 278
NIM/NIDN Creators: 43115110008
Uncontrolled Keywords: Kualitas Pelayanan, Citra Merek, Promosi, Keputusan Pembelian
Subjects: 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.83 Service and Professionals Activities/Kegiatan Pelayanan dan Profesional
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 16 Feb 2022 07:23
Last Modified: 13 Apr 2022 03:43
URI: http://repository.mercubuana.ac.id/id/eprint/55835

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