PENGARUH KUALITAS KONTEN, CITRA MEREK, DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN KEPADA MEDIA LAYANAN VIDEO STREAMING NETFLIX DI JAKARTA SELATAN (Studi Kasus Netflix di Jakarta Selatan)

NINGSIH, EVIA (2023) PENGARUH KUALITAS KONTEN, CITRA MEREK, DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN KEPADA MEDIA LAYANAN VIDEO STREAMING NETFLIX DI JAKARTA SELATAN (Studi Kasus Netflix di Jakarta Selatan). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research analyzes the influence of Brand Quality, Brand Image and Brand Trust on Streaming Media Purchase Decisions in South Jakarta. The research involved 120 respondents using quantitative methods with questionnaires as a data collection tool. The analysis used is multiple linear regression analysis with a causal research design and a Structural Equation Model (SEM) analysis tool using Smart-PLS. The result of this research found that content quality and brand trust had a positive and significant effect on purchase decision. On the other, it did not find significant between brand image on purchase decision. Keywords: Content Quality, Brand Image, Brand Trust, Purchase Decisions Penelitian ini menganalisis pengaruh Kualitas Merek, Citra Merek, dan Kepercayaan Merek terhadap Keputusan Pembelian Media Streaming di Jakarta Selatan. Penelitian melibatkan 120 responden menggunakan metode kuantitatif dengan kuesioner sebagai alat pengumpulan data. Analisis yang digunakan adalah analisis regresi linier berganda dengan desain penelitian kausal dan alat analisis Structural Equation Model (SEM) menggunakan Smart-PLS. Hasil penelitian menunjukkan bahwa kualitas konten dan kepercayaan merek berpengaruh positif dan signifikan terhadap keputusan pembelian, disisi lain tidak ditemukan signifikansi antara citra merek terhadap keputusan pembelian. Kata Kunci: Kualitas Konten, Citra Merek, Kepercayaan Merek, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 463
NIM/NIDN Creators:	43119010393
Uncontrolled Keywords:	Kualitas Konten, Citra Merek, Kepercayaan Merek, Keputusan Pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.3 Bibliographies by Specific Forms/Bibliografi dan Katalog dengan Bentuk Khusus > 011.37 Visual and Audio Visual Media/Media Visual dan Audio Visual 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.7 General Bibliographies of Works Having Specific Kinds of Content/Bibliografi Umum Pekerjaan yang Memiliki Jenis Konten Tertentu 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	30 Nov 2023 02:16
Last Modified:	04 Dec 2023 03:48
URI:	http://repository.mercubuana.ac.id/id/eprint/84430

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