JUMADI, DEDE (2020) PENGARUH KUALITAS PELAYANAN DARING, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN ONLINE SHOP TOKOPEDIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to find out the influence of service quality online, brand image and promotion on tokopedia online shop purchasing decisions. Respondents to this study were customers who had purchased at tokopedia online at least once. The study was conducted on 185 respondents using a correlational quantitative approach. The data analysis used is structural equation modeling. The results of this study show that the quality of service has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, and promotion has a positive and significant effect on purchasing decisions. Keywords: service quality online, brand image, promotion, purchasing decision. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan daring, citra merek dan promosi terhadap keputusan pembelian daring shop Tokopedia. Responden penelitian ini adalah pelanggan yang pernah membeli di online shop tokopedia minimal 1 kali. Penelitian ini dilakukan terhadap 185 responden dengan menggunakan pendekatan kuantitatif korelasional. Analisis data yang digunakan adalah structural equation modeling. Hasil penelitian ini menunjukkan bahwa kualitas pelayanan daring berpengaruh positif dan signifikan terhadap keputusan pembelian, citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci: kualitas pelayanan daring, citra merek, promosi, keputusan pembelian.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 20 563 |
| NIM/NIDN Creators: | 43115120249 |
| Uncontrolled Keywords: | kualitas pelayanan daring, citra merek, promosi, keputusan pembelian |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ELMO ALHAFIIDH PUTRATAMA |
| Date Deposited: | 04 Jul 2023 02:36 |
| Last Modified: | 04 Jul 2023 02:36 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78688 |
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