EKOSETIO, NURFAIZ (2024) ANALISIS PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH INOVASI DAN PERSEPSI HARGA TERHADAP PURCHASE DECISION PRODUK IDEMU AREA SALES JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The research was conducted to analyze whether brand image has a simultaneous or partial influence as an intervening variable in the influence of innovation and price perception on consumer purchasing decisions for Idemu products with sales area restrictions in West Jakarta. The research applies quantitative methods and probability sampling. Researchers distributed questionnaires to 190 respondents who were customers who had previously purchased Idemu products. Data was collected and processed using the PLS method using SmartPLS software. The research results show that brand image has a partial influence as an intervening variable from the price perception variable on the purchasing decision variable, meanwhile brand image does not have a mediating influence from the innovation variable on the purchasing decision variable. The price perception variable has a significant influence on the brand image variable, but not so on the innovation variable. The innovation variable and price perception each have a significant influence on the purchasing decision variable. The impact of the results of this research can be applied to companies to create policies in terms of strategies focused on developing brand image and innovation to achieve company goals, that’s achieving sales targets. Keywords : brand image, innovation, price perception, purchase decision Penelitian dilakukan untuk menganalisis apakah brand image memiliki pengaruh secara simultan atau parsial sebagai variabel intervening dalam pengaruh inovasi dan persepsi harga terhadap keputusan pembelian konsumen produk Idemu dengan pembatasan wilayah penjualanan Jakarta Barat. Penelitian menerapkan metode kuantitatif dan sampling probabilitas. Peneliti melakukan penyebaran kuisioner terhadap 190 responden yang merupakan pelanggan yang sudah pernah membeli produk Idemu. Data dikumpulkan dan diolah dengan metode PLS menggunakan software SmartPLS. Hasil penelitian menunjukkan bahwa brand image memiliki pengaruh parsial sebagai variabel intervening dari variable persepsi harga terhadap variable keputusan pembelian, sementara itu brand image tidak memiliki pengaruh mediasi dari variable inovasi terhadap variable keputusan pembelian. Variabel persepsi harga memiliki pengaruh yang signifikan terhadap variable brand image, tetapi tidak demikian pada variable inovasi.Variabel inovasi dan persepsi harga masing masing memiliki pengaruh yang signifikan terhadap variable keputusan pembelian. Dampak dari hasil penelitian ini dapat diterapkan pada perusahaan untuk membuat kebijakan dalam hal strategi focus pada pengembangan brand image dan inovasi untuk mencapai tujuan perusahaan yaitu mencapai target penjualan. Kata Kunci : brand image, inovasi, persepsi harga, keputusan pembelian.
| Item Type: | Thesis (S1) |
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| Call Number CD: | CD/551. 24 066 |
| NIM/NIDN Creators: | 55120110075 |
| Uncontrolled Keywords: | brand image, inovasi, persepsi harga, keputusan pembelian. |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 600 Technology/Teknologi > 600. Technology/Teknologi > 608 Inventions and Patents/Inovasi, Penemuan dan Paten 600 Technology/Teknologi > 600. Technology/Teknologi > 608 Inventions and Patents/Inovasi, Penemuan dan Paten > 608.7 Geographic Treatment of Inventions and Patents/Inovasi, Penemuan dan Paten di Lokasi Tertentu |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 18 Sep 2024 00:55 |
| Last Modified: | 18 Sep 2024 00:55 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/91481 |
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