UMAM, CHAIRUL (2021) PENGARUH KUALITAS PRODUK, PROMOSI, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI TOKOPEDIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine (1) the effect of product quality on purchasing decisions on Tokopedia applications (2) the influence of promotions on purchasing decisions on Tokopedia applications (3) the influence of brand image on purchasing decisions on Tokopedia. This research uses quantitative methods. The method used in this study is SPSS 2.5. The results of this study indicate that the product quality test has a positive effect but does not have a significant effect on purchasing decisions on the Tokopedia application. Promotion has a negative effect and does not have a significant effect on Purchasing Decisions on the Tokopedia Application. Brand Image has a positive and significant effect on Purchasing Decisions on the Tokopedia Application Keywords: Product Quality, Promotion, Brand Image Penelitian ini bertujuan untuk mengetahui (1) pengaruh kualitas produk terhadap keputusan pembelian pada aplikasi tokopedia (2) pengaruh promosi terhadap keputusan pembelian pada aplikasi tokopedia (3) pengaruh citra merek terhadap keputusan pembelian pada tokopedia. Penelitian ini menggunakan metode kuantitatif. Metode yang digunakan dalam penelitian ini adalah SPSS 2.5. . Hasil penelitian ini menunjukan bahwa secara uji Kualitas Produk berpengaruh positif namun tidak berpengaruh signifikan terhadap Keputusan Pembelian pada Aplikasi Tokopedia. Promosi berpengaruh negatif dan tidak berpengaruh signifikan terhadap Keputusan Pembelian pada Aplikasi Tokopedia. Citra Merek berpengaruh positif dan berpengaruh signifikan terhadap Keputusan Pembelian pada Aplikasi Tokopedia Kata kunci: Kualitas Produk, Promosi, Citra Merek
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43117010351 |
| Uncontrolled Keywords: | Kualitas Produk, Promosi, Citra Merek |
| 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 > 658.6 Quality Management/Manajemen Kualitas 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 18 Jul 2023 06:38 |
| Last Modified: | 18 Jul 2023 06:38 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79362 |
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