NURLAELA, NURLAELA (2019) FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN MELALUI NIAT BELI KONSUMEN PADA UANG ELEKTRONIK BRI BRIZZI. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
|
Text (COVER)
1. Halaman Judul.pdf Download (201kB) | Preview |
|
|
Text (ABSTRAK)
2. Abstrak.pdf Download (108kB) | Preview |
|
|
Text (SURAT PERNYATAAN)
3. Surat Pernyataan.pdf Download (204kB) | Preview |
|
|
Text (LEMBAR PENGESAHAN)
4. Lembar Pengesahan.pdf Download (234kB) | Preview |
|
|
Text (KATA PENGANTAR)
5. Kata Pengantar.pdf Download (107kB) | Preview |
|
|
Text (DAFTAR ISI)
6. Daftar Isi.pdf Download (121kB) | Preview |
|
|
Text (DAFTAR TABEL)
7. Daftar Tabel.pdf Download (113kB) | Preview |
|
|
Text (DAFTAR GAMBAR)
8. Daftar Gambar.pdf Download (107kB) | Preview |
|
|
Text (DAFTAR LAMPIRAN)
9. Daftar Lampiran.pdf Download (108kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB 1)
10. BAB 1.pdf Restricted to Registered users only Download (179kB) |
|
|
Text (BAB 2)
11. BAB 2.pdf Restricted to Registered users only Download (214kB) |
|
|
Text (BAB 3)
12. BAB 3.pdf Restricted to Registered users only Download (304kB) |
|
|
Text (BAB 4)
13. BAB 4.pdf Restricted to Registered users only Download (543kB) |
|
|
Text (BAB V)
14. BAB 5.pdf Restricted to Registered users only Download (183kB) |
|
|
Text (DAFTAR PUSTAKA)
15. Daftar Pustaka.pdf Restricted to Registered users only Download (315kB) |
|
|
Text (LAMPIRAN)
16. Lampiran.pdf Download (1MB) | Preview |
Abstract
This research aims to analyze the impact of brand image, electronic word of mouth, brand awareness on purchase intention and its implication on purchase decision of BRI Brizzi electronic money. Data were collected by distributing questionnaire directly on March 2019 in Jakarta. Sampling method in this research is using an accidental sampling technique a total of 100 respondent were obtained. Path analysis was employeed in this study. The result showed that there were a significant effect of brand image, electronic word of mouth, and brand awareness had significant effect on purchase intention and purchase decision, both partially and simultaneously, as well as purchase intention also had a significant impact on purchase decision. The research conclusion shows that all independent variables had a significant impact on purchase decision, and purchase intention was found as a mediating variable the effect of brand image, electronic word of mouth, brand awareness on purchase decision of BRI Brizzi. This research provides some managerial implications which suggested BRI Brizzi to enhance a unique aspect of BRI Brizzi, and optimizing social media platform integration as consumers place to express positive experiences/ emotions regarding BRI Brizzi, also consider the right media. In addition, for further researchers is recommended to conduct research related to electronic money in other cities in Indonesia. Keywords: Brand Image, Electronic Word of Mouth, Brand Awareness, Purchase Intention, Purchase Decision. Penelitian ini bertujuan untuk menguji pengaruh citra merek, pesan elektonik, kesadaran merek terhadap niat beli dan implikasinya pada keputusan pembelian uang elektronik BRI Brizzi. Data yang digunakan merupakan hasil dari penyebaran kuesioner secara langsung pada bulan Maret 2019 di Jakarta. Metode penarikan sampel yang digunakan adalah convinience sampling/ accidental sampling di mana terdapat beberapa kriteria yang ditetapkan oleh peneliti, dan terdapat 100 orang yang memenuhi kriteria tersebut. Teknik analisis data menggunakan analisis jalur. Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan citra merek, pesan elektronik, kesadaran merek terhadap niat beli dan keputusan pembelian, baik secara parsial maupun simultan, serta niat beli juga berpengaruh signifikan terhadap keputusan pembelian. Kesimpulan dalam penelitian ini memperlihatkan bahwa seluruh variabel independen terbukti berpengaruh signifikan terhadap variabel keputusan pembelian, dan niat beli sangat berperan dalam memediasi pengaruh citra merek, pesan elektronik, dan kesadaran merek terhadap keputusan pembelian BRI Brizzi. Penelitian ini tentunya memberikan beberapa implikasi manajerial di mana disarankan BRI Brizzi harus meningkatkan keunikan merek BRI Brizzi, dan mengoptimisasi integrasi social media platform sebagai tempat konsumen untuk mengungkapkan ekspresi emosi/pengalaman positif terkait BRI Brizzi, serta melakukan pemilihan media yang tepat. Peneliti selanjutnya sangat disarankan untuk melakukan penelitian terkait uang elektronik di kota-kota besar lain di Indonesia. Kata Kunci: Citra Merek, Pesan Elektronik, Kesadaran Merek, Niat Beli, Keputusan Pembelian.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-19-032 |
| Call Number: | T-51-MPS-19-002 |
| NIM/NIDN Creators: | 55117110168 |
| Uncontrolled Keywords: | Brand Image, Electronic Word of Mouth, Brand Awereness, Purchase Intention, Purchase Decision, Citra Merek, Pesan Elektronik, Kesadaran Merek, Niat Beli, Keputusan Pembelian. Manajemen Pemasaran (MPS) |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 14 Feb 2022 04:40 |
| Last Modified: | 18 Jun 2022 07:04 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/55959 |
Actions (login required)
 |
View Item |
