PENGARUH PROMOSI, KEPERCAYAAN PELANGGAN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN LAYANAN NETFLIX (Studi Kasus Pada Pelanggan Netflix di Kabupaten Tangerang)

DAMIAN, MARTIN SUGI (2024) PENGARUH PROMOSI, KEPERCAYAAN PELANGGAN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN LAYANAN NETFLIX (Studi Kasus Pada Pelanggan Netflix di Kabupaten Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine promotion, customer trust, and brandimage on purchasing decisions for Netflix services. This research was conducted on 135 respondents using a quantitative approach. The data analysis method in this study is Structural Equation Modeling (SEM) dengan menggunakan smartpls versi 4. The results of the study show that there is an influential and not significant effect on purchasing decisions, customer trust and brand image has an influential and significant effect on purchasing decisions. Keywords: promotion, customer trust, brand image, purchase decision Penelitian ini bertujuan untuk mengetahui pengaruh promosi, kepercayaan pelanggan dan brand image terhadap keputusan pembelian layanan netflix. Penelitian ini dilakukan terhadap 135 responden dengan menggunakan pendekatan kuantitatif. Metode analisis data dalam penelitian ini adalah Structural Equation Modeling (SEM) dengan menggunakan smartpls versi 4. Hasil penelitian menunjukkan promosi berpengaruh dan tidak signifikan terhadap keputusan pembelian, kepercayaan pelanggan dan brand image berpengaruh dan signifikan terhadap keputusan pembelian. Kata kunci: promosi, kepercayaan pelanggan, brand image, keputusan pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 048
Call Number: SE/31/24/030
NIM/NIDN Creators: 43116120378
Uncontrolled Keywords: promosi, kepercayaan pelanggan, brand image, keputusan pembelian
Subjects: 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 15 Mar 2024 03:46
Last Modified: 16 Mar 2024 05:05
URI: http://repository.mercubuana.ac.id/id/eprint/87155

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