PENGARUH PROMOSI, PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DI PT. GLOBAL TIKET NETWORK

WIYONO, WIYONO (2022) PENGARUH PROMOSI, PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DI PT. GLOBAL TIKET NETWORK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to discuss what are the influences that influence the purchase decision of shipping services at PT. Global Tiket Network. The independent variable obtained from the preminilary survey results are Promotion, price perception, and brand image. While the dependent variable obtained is a purchasing decision. Data analysis method uses Variance Based Structural Equation Modeling Partial Least Square (PLS). The population is people who use ticket services on PT. Global Tiket Network, with a sample of 135 respondents. The sampling technique uses is non-probability sampling with purposive sampling technique. By using a quantitative descriptive approach. The results of this study indicate that promotion has a significant positive effect on purchase decisions, price perception has a significant positive effect on purchase decisions, and brand image have a significant positive effect on purchase decisions. Keywords: Promosion, Price Perception, Brand Image, Purchase Decisions. Penelitian ini bertujuan untuk membahas mengenai pengaruh apa saja yang mempengaruhi keputusan pembelian jasa pemesanan tiket pada PT. Global Tiket Network. Variabel independen yang didapatkan dari hasil survei pendahuluan adalah Promosi, Persepsi Harga, dan Citra Merek. Sedangkan variabel dependen yang didapatkan adalah Keputusan Pembelian. Metode analisis data menggunakan Variance Based Structural Equation Modeling Partial Least Square (PLS). Populasinya adalah masyarakat pengguna jasa tiket di PT. Global Tiket Network, dengan sampel 135 responden. Teknik pengambilan sampel yang digunakan yaitu non probability sampling dengan teknik pursosive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukan bahwa Promosi berpengaruh positif signifikan terhadap Keputusan Pembelian, Persepsi Harga berpengaruh positif signifikan terhadap Keputusn Pembelian, serta Citra merek berpengaruh positif signifikan terhadap Keputusan Pembelian. Kata kunci: Promosi, Persepsi Harga, Citra Merek, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 126
NIM/NIDN Creators: 43117010180
Uncontrolled Keywords: Promosi, Persepsi Harga, Citra Merek, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 021 Relationship of Libraries/Hubungan-hubungan Perpustakaan, Arsip dan Kearsipan, Pusat Informasi
600 Technology/Teknologi > 610 Medical, Medicine, and Health Sciences/Ilmu Kedokteran, Ilmu Pengobatan dan Ilmu Kesehatan > 613 Personal Health, Hygiene/Ilmu Kesehatan Umum, Kesehatan Individu, Promosi Kesehatan, Higienis Umum
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ELMO ALHAFIIDH PUTRATAMA
Date Deposited: 20 Sep 2022 01:36
Last Modified: 21 Sep 2022 02:12
URI: http://repository.mercubuana.ac.id/id/eprint/69310

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