PENGARUH CITRA MEREK HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TOKO PAKAIAN CELCIUS (Studi pada Celcius Cabang Mall Daan Mogot)

HG, PHILIP CHRISTOPHER (2021) PENGARUH CITRA MEREK HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TOKO PAKAIAN CELCIUS (Studi pada Celcius Cabang Mall Daan Mogot). S1 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
 Text (HAL COVER)
COVER SKRIPSI.pdf
Download (331kB) | Preview
[img] Text (BAB I)
BAB I.pdf
Restricted to Registered users only
Download (314kB)
[img] Text (BAB II)
BAB II.pdf
Restricted to Registered users only
Download (376kB)
[img] Text (BAB III)
BAB III.pdf
Restricted to Registered users only
Download (477kB)
[img] Text (BAB IV)
BAB IV.pdf
Restricted to Registered users only
Download (748kB)
[img] Text (BAB V)
BAB V.pdf
Restricted to Registered users only
Download (251kB)
[img] Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf
Restricted to Registered users only
Download (385kB)
[img] Text (LAMPIRAN)
LAMPIRAN.pdf
Restricted to Registered users only
Download (921kB)

Abstract

The purpose of this study was to test and identify whether the brand image prices and promotions significantly influence purchasing decisions at the Celsius clothing store, Daan Mogot mall branch. The object of this research is the visitors to the mall Daan Mogot. This study was conducted on 100 respondents using a survey technique with a questionnaire distribution tool and with technique nonprobbability & convenience sampling. Methods of data analysis in this study using Partial Least Square (PLS) Version 3.0. The results of this study indicate that partially, the variable brand image price and promotion has a significant effect on purchasing decisions. Based on simultaneously result, it proves that brand image, price and promotion have significant influence toward purchase decision. Keywords: Brand image, Price, Promotion, Purchase Decision Tujuan penelitian ini adalah untuk menguji dan mengenalisa apakah citra merek harga dan promosi berpengaruh secara signifikan terhadap keputusan pembelian pada toko pakaian Celcius cabang mall daan mogot. Objek penelitian ini adalah pengunjung mall daan mogot . Penelitian ini dilakukan terhadap 100 responden dengan menggunakan teknik survei dengan alat penyebaran kuesioner dengan teknik sampling non probability & convenience sampling. Metode analisis data pada penelitian ini menggunakan Partial Least Square (PLS) Versi 3.0. Hasil penelitian ini menunjukan bahwa secara parsial, variabel citra merek harga dan promosi berpengaruh signifikan terhadap keputusan pembelian . secara simultan terbukti variabel citra merek, harga dan promosi berpengaruh signifikan terhadap keputusan pembelian. Kata kunci: Citra merek, Harga, Promosi , Keputusan Pembelian

Item Type: Thesis (S1)
NIM/NIDN Creators: 43115120256
Uncontrolled Keywords: Citra merek, Harga, Promosi , Keputusan Pembelian
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 > 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 > 658.7 Management of Supplies/Manajemen Persediaan
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: 24 Mar 2022 05:08
Last Modified: 24 Mar 2022 05:08
URI: http://repository.mercubuana.ac.id/id/eprint/58778

Actions (login required)

View Item View Item
UMB Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.