PENGARUH CITRA MEREK, KUALITAS PELAYANAN DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA E-COMMERCE ZALORA INDONESIA

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.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 489
Call Number: SE/31/23/513
NIM/NIDN Creators: 43118110144
Uncontrolled Keywords: Citra Merek, Kualitas Pelayanan, Persepsi Harga, Keputusan Pembelian
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
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: 14 Dec 2023 07:04
Last Modified: 14 Dec 2023 07:04
URI: http://repository.mercubuana.ac.id/id/eprint/84695

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