PENGARUH CITRA MEREK, BRAND AMBASSADOR, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE

PUSPITA, DINA (2021) PENGARUH CITRA MEREK, BRAND AMBASSADOR, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.

	Text (HAL COVER) LEMBAR COVER DLL - Dina Puspita.pdf Download (345kB)
	Text (BAB I) BAB I - Dina Puspita.pdf Restricted to Registered users only Download (237kB)
	Text (BAB II) BAB II - Dina Puspita.pdf Restricted to Registered users only Download (322kB)
	Text (BAB III) BAB III - Dina Puspita.pdf Restricted to Registered users only Download (364kB)
	Text (BAB IV) BAB IV - Dina Puspita.pdf Restricted to Registered users only Download (513kB)
	Text (BAB V) BAB V - Dina Puspita.pdf Restricted to Registered users only Download (109kB)
	Text (DAFTAR PUSTAKA) DAFTAR PUSTAKA - Dina Puspita.pdf Restricted to Registered users only Download (212kB)
	Text (LAMPIRAN) LAMPIRAN - Dina Puspita.pdf Restricted to Registered users only Download (752kB)

Abstract

This researcher aims to analyze the influence of brand image, brand ambassador, and service quality on purchasing decisions at Shopee. The object of this research is the Shopee application user, This research was conducted on 215 respondents using a quantitative descriptive approach, Determination of sample size using Voluntary Sampling technique, Methods of data collection using survey methods, with the research instrument is a questionnaire. The approach used in this research is Structural Equation Model (SEM) with Smart-PLS analysis tool. This study proves that brand image has a positive and significant effect on purchasing decisions. Brand ambassador has a positive and significant effect on purchasing decisions. Service quality has a positive and significant effect on purchasing decisions. Keywords: Brand image, Brand Ambassador, service quality and Purchase Decision Peneliti ini bertujuan untuk menganalisa pengaruh citra merek, brand ambassador, dan kualitas pelayanan terhadap keputusan pembelian di Shopee. Objek penelitian ini adalah pengguna aplikasi Shopee. Penelitian ini dilakukan terhadap 215 responden dengan menggunakan pendekatan deskriptif kuantitatif. Penentuan ukuran sampel menggunakan teknik Voluntary Sampling, Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner, Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Penelitian ini membuktikan bahwa citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Brand ambassador berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Citra merek, Brand Ambassador, kualitas pelayanan dan Keputusan Pembelian

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43117010065
Uncontrolled Keywords:	Citra merek, Brand Ambassador, kualitas pelayanan dan 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 > 658.6 Quality Management/Manajemen Kualitas 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:	28 Jul 2023 04:43
Last Modified:	28 Jul 2023 04:43
URI:	http://repository.mercubuana.ac.id/id/eprint/79748

Actions (login required)

View Item