PENGARUH PROMOSI MEDIA SOSIAL, PERSEPSI KUALITAS DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN SEPATU ORTUSEIGHT

ARIYANTO, FELLIX (2022) PENGARUH PROMOSI MEDIA SOSIAL, PERSEPSI KUALITAS DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN SEPATU ORTUSEIGHT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the effect of Social Media Promotion, Perceived Quality and Brand Awareness on the Ortuseight Shoes Purchase Decision. The method used in this research is quantitative. The object of research is the Ortuseight brand with a population of all Ortuseight users with a sample of 120 respondents. The sampling method used purposive sampling. Methods of data collection using survey methods, with the research instrument is a questionnaire. Data analysis method using Partial Least Square version 3.0. This study proves that social media promotion has a positive and significant effect on purchasing decisions for Ortuseight shoes, perceived quality has a positive and significant effect on purchasing decisions for Ortuseight shoes and brand awareness has a positive and significant effect on purchasing decisions for Ortuseight shoes. Keywords: Promotion, Perceived Quality, Brand Awareness and Purchase Decision. Penelitian ini bertujuan untuk menguji dan menganalisa pengaruh Promosi Media Sosial, Persepsi Kualitas dan Brand Awareness terhadap Keputusan Pembelian Sepatu Ortuseight. Metode yang digunakan pada penelitian ini adalah kuantitatif. Objek penelitian adalah brand Ortuseight dengan populasi adalah seluruh pengguna Ortuseight dengan sampel sebanyak 120 responden. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square versi 3.0. Penelitian ini membuktikan bahwa promosi media sosial berpengaruh Positif dan signifikan terhadap keputusan pembelian sepatu Ortuseight, persepsi kualitas berpengaruh positif dan signifikan terhdap keputusan pembelian sepatu Ortuseight dan brand awareness berpengaruh positif dan signifikan terhadap keputusan pembelian sepatu Ortuseight. Kata Kunci: Promosi, Persepsi Kualitas, Brand Awareness dan Keputusan Pembelian.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 199
Call Number:	SE/31/22/128
NIM/NIDN Creators:	43118010049
Uncontrolled Keywords:	Promosi, Persepsi Kualitas, Brand Awareness dan 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 > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ADELINA HASNA SETIAWATI
Date Deposited:	16 Nov 2022 06:08
Last Modified:	16 Nov 2022 06:08
URI:	http://repository.mercubuana.ac.id/id/eprint/71622

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