PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN ENDORSEMENT MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO DI JAKARTA SELATAN SKRIPSI

ANGGARA, MUHAMMAD RAFI (2022) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN ENDORSEMENT MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO DI JAKARTA SELATAN SKRIPSI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to discuss what influences affect purchasing decisions for ERIGO products. The independent variables obtained from the results of the preliminary survey are Brand Image, Product Quality, and Endorsment. While the dependent variable obtained is the purchase decision. The data analysis method used Variance Based Structural Equation Modeling Partial Least Square (PLS). The population is residents living in South Jakarta, with a sample of 160 respondents. The sampling technique used was purposive sampling. By using a quantitative descriptive approach. The results of this study indicate that brand image has a significant positive effect on purchasing decisions, product quality has a significant positive effect on purchasing decisions, and endorsements have no significant positive effect on purchasing decisions Key words: brand image, product quality, endorsement, decision of purchase. Penelitian ini bertujuan untuk membahas mengenai pengaruh apa saja yang mempengaruhi keputusan pembelian produk ERIGO. Variabel independen yang didapatkan dari hasil survei pendahuluan adalah Citra Merek, Kualitas Produk, dan Endorsement. Sedangkan variabel dependen yang didapatkan adalah keputusan pembelian. Metode analisis data menggunakan Variance Based Structural Equation Modeling Partial Least Square (PLS). Populasinya adalah penduduk berwilayah tinggal di Jakarta Selatan, dengan sampel 160 responden. Teknik pengambilan sampel menggunakan Purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa Citra Merek berpengaruh positif signifikan terhadap keputusan pembelian, Kualitas Produk berpengaruh positif signifikan terhadap keputusan pembelian, serta Endorsement tidak berpengaruh positif signifikan terhadap keputusan pembelian. Kata Kunci: Citra Merek, Kualitas Produk, Endorsement, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 185
Call Number: SE/31/22/109
NIM/NIDN Creators: 43118010387
Uncontrolled Keywords: Citra Merek, Kualitas Produk, Endorsement, 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 > 658.4 Executive Management/Manajemen Eksekutif
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: WADINDA ROSADI
Date Deposited: 22 Oct 2022 07:06
Last Modified: 22 Oct 2022 07:06
URI: http://repository.mercubuana.ac.id/id/eprint/70773

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