FADIL, AHMAD (2023) PENGARUH CITRA MEREK, KUALITAS PELAYANAN DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA E-COMMERCE ZALORA INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study examines the factors that influence customer purchase decision E-Commerce Zalora Indonesia with the variables Brand Image, Service Quality, and Price Perception. The subject of this research is consumer E-Commerce Zalora Indonesia. This study was conducted on 195 respondents using a quantitive descriptive approach. The approach used in this study is the Structural Equation Modelling (SEM-PLS) with a Smart-PLS analysis tool. The results of this study show that the variables of brand image have a positive significant effect on consumer purchase decision, service quality have a positive significant effect on consumer purchase decision and price perception have a positive significant effect on consumer purchase decision at E-Commerce Zalora Indonesia. Keywords: Brand Image, Service Quality, Price Perception, Purchase Decision. Penelitian ini meneliti tentang faktor yang mempengaruhi keputusan pembelian pada konsumen E-Commerce Zalora Indonesia dengan variabel citra merek, kualitas pelayanan dan persepsi harga. Subjek penelitian ini adalah konsumen E-Commerce Zalora Indonesia. Penelitian ini dilakukan terhadap 195 responden dengan menggunakan pendekatan deskriptif kuantitatif. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEMPLS) dengan alat analisis Smart-PLS. Hasil penelitian ini menyatakan bahwa variabel citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian dan persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian pada konsumen E-Commerce Zalora Indonesia. Kata Kunci: Citra Merek, Kualitas Pelayanan, Persepsi Harga, Keputusan Pembelian.
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