THE INFLUENCE OF SOCIAL MEDIA PROMOTION, BRAND IMAGE, AND PRICE PERCEPTION TOWARDS PURCHASING DECISIONS ON SHOPEE MARKETPLACE

AVIFAH, WINDY NUR (2023) THE INFLUENCE OF SOCIAL MEDIA PROMOTION, BRAND IMAGE, AND PRICE PERCEPTION TOWARDS PURCHASING DECISIONS ON SHOPEE MARKETPLACE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The reason the author conducted this study was to analyses the effect of social media promotion, brand image, and price perception on purchasing decisions on Shopee marketplace. The population and sample of this research are people who buy products at Shopee. The research data used are primary data derived from questionnaires. The population and sample of this research are Shopee marketplace users who have bought products on Shopee at least once and are also social media users. The analysis used in this study is the Structural Equations Model (SEM) analysis tool using the Smart-PLS version 3.0 software. The results showed that social media promotion, brand image, and price perception significantly affect purchase decisions. Keywords: Social Media Promotion, Brand Image, Price Perception, and Purchase Decision

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 248
Call Number: SE/31/23/350
NIM/NIDN Creators: 43119010383
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
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: khalimah
Date Deposited: 28 Oct 2023 06:25
Last Modified: 28 Oct 2023 06:25
URI: http://repository.mercubuana.ac.id/id/eprint/82761

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