PENGARUH PERSEPSI HARGA, PROMOSI, DAN KEAMANAN TERHADAP KEPUTUSAN PENGGUNAAN CANVA PADA MAHASISWA DI JAKARTA

AFNISARI, ANISA NUR (2022) PENGARUH PERSEPSI HARGA, PROMOSI, DAN KEAMANAN TERHADAP KEPUTUSAN PENGGUNAAN CANVA PADA MAHASISWA DI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study is to discuss the factors that influence the decision to purchase Paid Features on the Canva Application. The independent variables obtained from the results of the preliminary survey are Perceptions of Price, Promotion, and Security. While the dependent variable to be obtained is the Purchase Decision. Methods of data analysis using Variance Based Structural Equation Modeling Partial Least Square (PLS) and Statistical Product and Service Solutions (SPSS). The sample that will be used in this study are students who live in the DKI Jakarta area as many as 200 respondents. The sampling technique used is the Stuctural Equation Model (SEM). By using a quantitative descriptive approach. The results of this study indicate that Price Perception has a significant positive effect on purchasing decisions, Promotion has a significant positive effect on purchasing decisions and Security has a significant positive effect on purchasing decisions. Keywords: Price Perception, Promotion, Security, Purchase Decision Tujuan dari penelitian ini yaitu untuk membahas faktor-faktor yang mempengaruhi keputusan pembelian Fitur Berbayar pada Aplikasi Canva. Variabel bebas yang diperoleh dari hasil survei pendahuluan adalah Persepsi Harga, Promosi, dan Keamanan. Sedangkan variabel terikat yang akan diperoleh adalah Keputusan Pembelian. Metode analisis data menggunakan Variance Based Structural Equation Modelling Partial Least Square (PLS) dan Statistical Product and Service Solutions (SPSS). Sample yang akan digunakan dalam penelitian ini adalah mahasiswa yang tinggal di wilayah DKI Jakarta sebanyak 200 responden. Teknik pengambilan sample menggunakan Stuctural Equation Model (SEM). Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa Persepsi Harga sangat berpengaruh positif yang signifikan terhadap keputusan pembelian, Promosi sangat berpengaruh positif yang signifikan terhadap keputusan pembelian dan Keamanan sangat berpengaruh positif yang signifikan terhadap keputusan pembelian. Kata kunci : Persepsi Harga, Promosi, Keamanan, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 465
NIM/NIDN Creators: 43117010398
Uncontrolled Keywords: Persepsi Harga, Promosi, Keamanan, Keputusan Pembelian
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.3 Origin, Sources, Means of Knowledge/Asal, Sumber, Sarana Pengetahuan > 121.34 Perception/Persepsi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental
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
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 20 Feb 2023 02:22
Last Modified: 20 Feb 2023 02:22
URI: http://repository.mercubuana.ac.id/id/eprint/74207

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