ASHSHIDIQY, NURDIEN (2021) PENGARUH KESADARAN MEREK, KUALITAS PRODUK DAN PERIKLANAN TERHADAP KEPUTUSAN PEMBELIAN PADA KARTU SELULER PRABAYAR SIMPATI (Studi Kasus Pengguna Kartu Seluler Prabayar Simpati Telkomsel di Lingkungan Mahasiswa Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study was to determine the effect of brand awareness, product quality, and advertising on purchasing decisions. The subjects in this study were Simpati Prepaid Card Users. The sampling technique in this study is nonprobability sampling with purposive sampling. Respondents in this study were 102 respondents from sympathy prepaid card users at Mercu Buana University students. This study uses data analysis techniques Structural Equation Modeling (SEM) and data processing using Partial Least Square (PLS). The results of this study indicate that the Brand Awareness variable has an insignificant negative effect on purchasing decisions, product quality has a significant positive effect on purchasing decisions, advertising has a significant positive effect on purchasing decisions. Keywords: Brand Awareness, Product Quality, Advertising, Purchase Decision Tujuan dari penelitian ini untuk mengetahui Pengaruh Kesadaran Merek, Kualitas Produk, dan Periklanan terhadap Keputusan Pembelian. Subjek pada penelitian ini adalah Pengguna Kartu Prabayar Simpati. Teknik pengambilan sampel dalam penelitian ini yaitu non probability sampling dengan Purposive Sampling. Responden dalam penelitian ini sebanyak 102 responden dari pengguna kartu prabayar Simpati pada mahasiswa Universitas Mercu Buana. Penelitian ini menggunakan teknik analisis data Structural Equation Modeling (SEM) dan pengolahan data menggunakan Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa Variabel Kesadaran Merek berpengaruh negatif tidak signifikan terhadap Keputusan Pembelian, Kualitas Produk berpengaruh positif signifikan terhadap Keputusan Pembelian, Periklanan berpengaruh positif signifikan terhadap Keputusan Pembelian. Kata Kunci: Kesadaran Merek, Kualitas Produk, Periklanan, Keputusan Pembelian.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43117010322 |
| Uncontrolled Keywords: | Kesadaran Merek, Kualitas Produk, Periklanan, Keputusan Pembelian. |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 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: | 05 Aug 2023 06:51 |
| Last Modified: | 05 Aug 2023 06:51 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79996 |
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