PENGARUH CITRA MEREK, BRAND AMBASSADOR, DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN APLIKASI BIMBEL ONLINE RUANGGURU PADA SISWA SMA KOTA TANGERANG

RASENDRIYA, FARAH CETTA (2023) PENGARUH CITRA MEREK, BRAND AMBASSADOR, DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN APLIKASI BIMBEL ONLINE RUANGGURU PADA SISWA SMA KOTA TANGERANG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to identity the influence of Brand Image, Brand Ambassador, and Advertising on Purchase Decisions in the Ruangguru Online Tutoring Application. The subjects in this study are consumers who are have used the Ruangguru Online Tutoring Application. The sample used in this study were 135 respondents. This study uses a quantitative descriptive approach. The sample collection method in this research is Non Probability Sampling with purposive sampling technique. The data collection technique in this study used the instrument of distributing questionnaires with primary data sources. The data analysis method used is the statistical analysis in the form of SEM-PLS (Partial Least Square). The results of this study indicate that Brand Image, Brand Ambassador and Advertising has a significant positive effect on Purchase Decision. Keywords: Brand Image, Brand Ambassador, Advertising, Purchase Decisions, Ruangguru Online Tutoring Application. Penelitian ini untuk mengetahui pengaruh Citra Merek, Brand Ambassador, dan Iklan terhadap Keputusan Pembelian Pada Aplikasi Bimbel Online Ruangguru. Subjek pada penelitian ini adalah konsumen yang sedang berlangganan atau pernah menggunakan Aplikasi Bimbel Online Ruangguru. Sampel yang digunakan dalam penelitian ini adalah sebanyak 135 responden. Penelitian ini menggunakan pendekatan deskriptif kuantitatif. Metode pengumpulan sampel dalam penelitian ini yaitu dengan Non Probability Sampling dengan teknik yang digunakan purposive sampling. Teknik pengumpulan data dalam penelitian ini menggunakan instrument penyebaran kuesioner (angket) dengan sumber data primer. Metode analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS (Partial Least Square). Hasil penelitian ini menunjukkan bahwa Citra Merek, Brand Ambassador dan Iklan berpengaruh positif siginifikan terhadap Keputusan Pembelian Aplikasi Bimbel Online Ruangguru pada siswa SMA Kota Tangerang. Kata Kunci : Citra Merek, Brand Ambassador, Iklan, Keputusan Pembelian, Aplikasi Bimbel Online Ruangguru.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 072
Call Number: SE/31/23/174
NIM/NIDN Creators: 43119010279
Uncontrolled Keywords: Citra Merek, Brand Ambassador, Iklan, Keputusan Pembelian, Aplikasi Bimbel Online Ruangguru.
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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MILA RISKA
Date Deposited: 24 May 2023 04:12
Last Modified: 03 Jun 2023 02:40
URI: http://repository.mercubuana.ac.id/id/eprint/76703

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