PENGARUH CITRA MEREK, KEPERCAYAAN MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada PT. Bukalapak)

MUTSRIN, AFIRNIAR (2020) PENGARUH CITRA MEREK, KEPERCAYAAN MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada PT. Bukalapak). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aimed to analyze the effect of brand image, brand trust and promotion on purchasing decisions. This type of research is an explanatory research with a quantitative approach. A sample of 100 respondents who were students of Mercu Buana University Faculty of Business Economics majoring in Management S1 class of 2015 at the Meruya campus using purposive sampling techniques. Analysis of the data used is descriptive analysis and path analysis. The results showed that: the Brand Image variable had a direct and significant effect on the Purchase Decision variable; Brand Trust variable has a direct and significant effect on Purchasing Decisions; Promotion variables have a direct and significant effect on Purchasing Decisions. Keywords: Brand Image, Brand Trust. Promotion, Purchase Decision Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, kepercayaan merek dan promosi terhadap keputusan pembelian. Jenis Penelitian yang digunakan adalah penelitian penjelasan dengan pendekatan kuantitatif. Sampel sebanyak 100 responden yang merupakan mahasiswa Universitas Mercu Buana Fakultas Ekonomi Bisnis jurusan Manajemen S1 angkatan 2015 di kampus Meruya dengan menggunakan teknik purposive sampling. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur. Hasil penelitian menunjukkan bahwa: variabel Citra Merek berpengaruh langsung dan signifikan terhadap variabel Keputusan Pembelian; variabel Kepercayaan Merek berpengaruh langsung dan signifikan terhadap Keputusan Pembelian; variabel Promosi berpengaruh langsung dan signifikan terhadap Keputusan Pembelian. Kata Kunci : Citra Merek, Kepercayaan Merek. Promosi, Keputusan Pembelian

Item Type: Thesis (S1-Sarjana)
NIM: 43115010036
Uncontrolled Keywords: Citra Merek, Kepercayaan Merek. Promosi, Keputusan Pembelian
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
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 > 658.5 Management of Production/Manajemen Produksi
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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 07 Aug 2020 06:32
Last Modified: 07 Aug 2020 06:32
URI: http://repository.mercubuana.ac.id/id/eprint/56633

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