PENGARUH WILLINGNESS TO PAY, CUSTOMER PERCEIVED VALUE DAN DIGITAL MARKETING STRATEGY TERHADAP PURCHASE DECISION YANG DIMEDIASI CUSTOMER TRUST PADA BRAND HOME APPLIANCES

KUSUMA, ILHAM NUR FACHRI (2024) PENGARUH WILLINGNESS TO PAY, CUSTOMER PERCEIVED VALUE DAN DIGITAL MARKETING STRATEGY TERHADAP PURCHASE DECISION YANG DIMEDIASI CUSTOMER TRUST PADA BRAND HOME APPLIANCES. S2 thesis, Universitas Mercu Buana - Menteng.

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Abstract

This study aims to analyze the influence of Willingness to Pay, Customer Perceived Value, and Digital Marketing Strategy on Purchase Decision mediated by Customer Trust in home appliance brands. Data were collected from consumers of home appliance products in various regions of Indonesia and analyzed using Structural Equation Modeling (SEM). The results show that Customer Perceived Value has a positive and significant effect on Customer Trust but does not have a significant direct effect on Purchase Decision. Willingness to Pay does not have a significant effect on Customer Trust and Purchase Decision. Conversely, Digital Marketing Strategy has a positive and significant effect on Customer Trust but does not significantly affect Purchase Decision. Furthermore, Customer Trust partially mediates the influence of Customer Perceived Value and Digital Marketing Strategy on Purchase Decision. This study provides practical implications for companies to enhance digital marketing strategies and perceived customer value to build strong trust, which ultimately can improve purchase decisions. Penelitian ini menganalisis pengaruh Willingness to Pay, Customer Perceived Value, dan Digital Marketing Strategy terhadap Purchase Decision dengan mediasi Customer Trust pada brand home appliances. Data dikumpulkan dari konsumen produk home appliances di beberapa wilayah di Indonesia dan dianalisis menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa Customer Perceived Value berpengaruh positif dan signifikan terhadap Customer Trust, namun tidak berpengaruh signifikan langsung terhadap Purchase Decision. Willingness to Pay tidak berpengaruh signifikan terhadap Customer Trust dan Purchase Decision. Digital Marketing Strategy berpengaruh positif dan signifikan terhadap Customer Trust, tetapi tidak berpengaruh signifikan terhadap Purchase Decision. Customer Trust terbukti memediasi secara parsial pengaruh Customer Perceived Value dan Digital Marketing Strategy terhadap Purchase Decision. Penelitian ini memberikan implikasi praktis bagi perusahaan untuk meningkatkan strategi pemasaran digital dan nilai yang dipersepsikan pelanggan guna membangun kepercayaan yang kuat, yang pada akhirnya dapat meningkatkan keputusan pembelian.

Item Type:	Thesis (S2)
NIM/NIDN Creators:	55122110049
Uncontrolled Keywords:	Willingness to Pay, Customer Perceived Value, Digital Marketing Strategy, Customer Trust, Purchase Decision, Mitra10 Willingness to Pay, Customer Perceived Value, Digital Marketing Strategy, Customer Trust, Purchase Decision, Mitra10
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
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	SILMI KAFFA MARISKA
Date Deposited:	21 Aug 2024 08:31
Last Modified:	21 Aug 2024 08:31
URI:	http://repository.mercubuana.ac.id/id/eprint/90525

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