PENGARUH MEDIA EXPOSURE, CONTENT MARKETING, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA JASA VIRTUAL WEDDING DI MASA PANDEMI COVID-19

IMANUEL, ANDREAS KRISTIAN (2023) PENGARUH MEDIA EXPOSURE, CONTENT MARKETING, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA JASA VIRTUAL WEDDING DI MASA PANDEMI COVID-19. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Virtual wedding service providers makes prospective users have to choose which company to finally decide on a purchase. Viding.co is one of the virtual wedding service providers that is the case study in this research. This study aims to analyze whether content marketing, media exposure, price and service quality have a positive effect on purchasing decisions. The population in this study were 112 respondents who were in the DKI Jakarta area and had chosen Viding.co as a virtual wedding service provider. This study uses a quantitative approach and analysis of SmartPLS data. The results of this study indicate that the variabels of media exposure, content marketing and service quality have a positive effect on purchasing decisions, while the price variabel has no effect on purchasing decisions. Keywords: Purchase decision, Content marketing, media exposure, service quality. Banyaknya penyedia jasa Virtual wedding membuat calon pengguna harus memilih untuk menetapkan perusahaan mana yang akhirnya memutuskan pembelian. Viding.co merupakan salah satu perusahaan penyedia jasa Virtual wedding yang menjadi studi kasus pada penelitian ini. Penelitian ini bertujuan untuk menganalisa apakah Content marketing, Media exposure, harga dan kualitas pelayanan berpengaruh positif terhadap keputusan pembelian. Populasi dalam penelitian ini adalah 112 responden yang berada di Wilayah DKI Jakarta dan pernah memilih Viding.co sebagai penyedia jasa Virtual wedding. Penelitian ini menggunakan pendekatan kuantitatif dan analisis olah data SmartPLS. Hasil penelitian ini menyatakan bahwa variabel Media exposure, Content marketing dan kualitas pelayanan berpengaruh positif terhadap keputusan pembelian, sedangkan variabel Harga tidak berpengaruh pada keputusan pembelian Kata kunci : Keputusan Pembelian, Content marketing, Media exposure, Kualitas Pelayanan.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 376
Call Number: SE/31/23/360
NIM/NIDN Creators: 43117110090
Uncontrolled Keywords: Keputusan Pembelian, Content marketing, Media exposure, Kualitas Pelayanan.
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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 14 Nov 2023 07:34
Last Modified: 14 Nov 2023 07:34
URI: http://repository.mercubuana.ac.id/id/eprint/83091

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