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

MUTSRIN, AFIRNIAR (2019) PENGARUH CITRA MEREK, KEPERCAYAAN MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada PT. Bukalapak). S1 thesis, Universitas Mercu Buana.

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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)
Call Number CD: FE/MJ. 19 726
NIM/NIDN Creators: 43115010036
Uncontrolled Keywords: Citra Merek, Kepercayaan Merek. Promosi, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer > 003.56 Decision Theory/Teori Keputusan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 08 Jun 2022 03:55
Last Modified: 08 Jun 2022 03:55
URI: http://repository.mercubuana.ac.id/id/eprint/62869

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