PERAN MEDIASI PERILAKU PELANGGAN DALAM HUBUNGAN RETARGETING ADVERTISING DAN PRICE DISCOUNT TERHADAP KEPUTUSAN PEMBELIAN DI BERRYBENKA

NOVIANINGRUM, RAHMA (2022) PERAN MEDIASI PERILAKU PELANGGAN DALAM HUBUNGAN RETARGETING ADVERTISING DAN PRICE DISCOUNT TERHADAP KEPUTUSAN PEMBELIAN DI BERRYBENKA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the Mediation Role of Customer Behavior in Retargeting Advertising and Price Discounts on Purchase Decisions at Berrybenka. This research data is data taken from secondary data of various kinds of literature in the form of literature reviews, books, previous research and previous research hypotheses and primary data obtained from processing questionnaire data filled out by consumers who have visited and made purchases on the Berrybenka web-app. The number of samples used is 144 respondent and the analytical technique used in this study is to use Partial Least Square (PLS) analysis. The findings of previous studies indicate that Retargeting Ads, Price Discounts and Customer Behavior have a positive and significant effect on Purchase Decisions. Keywords: Retargeted Ads, Price Discount, Customer Behavior, Purchase Decisions Penelitian ini bertujuan untuk mengkaji serta menganalisis Peran Mediasi Perilaku Pelanggan dalam Hubungan Retargeting Advertising dan Price Discount terhadap Keputusan Pembelian di Berrybenka. Data penelitian ini merupakan data yang diambil dari data sekunder berbagai macam literature berupa tinjauan pustaka, buku, penelitian terdahulu dan hipotesis penelitian sebelumnya dan data primer yang diperoleh dari pengolahan data kuesioner yang diisi oleh konsumen yang pernah mengunjungi dan melakukan pembelian di web-app Berrybenka. Jumlah sampel yang digunakan sebanyak 144 responden dan teknik analisis yang digunakan dalam penelitian ini adalah dengan menggunakan analisis Partial Least Square (PLS). Hasil temuan penelitian terdahulu menunjukkan bahwa Retargeting Advertising, Price Discount dan Customer Behavior berpengaruh positif dan signifikan terhadap Purchase Decisions (Keputusan Pembelian). Kata Kunci: Retargeted Advertising, Price Discount, Perilaku Pelanggan, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 278
Call Number: SE/31/22/173
NIM/NIDN Creators: 43118010044
Uncontrolled Keywords: Retargeted Advertising, Price Discount, Perilaku Pelanggan, 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
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 30 Nov 2022 07:03
Last Modified: 30 Nov 2022 07:03
URI: http://repository.mercubuana.ac.id/id/eprint/72086

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