PENGARUH CITRA MEREK, PROMOSI DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK FURNITURE ASHLEY

ZAMZAMI, ZAMZAMI (2024) PENGARUH CITRA MEREK, PROMOSI DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK FURNITURE ASHLEY. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of brand image, promotion, and price perception on the purchasing decisions of Ashley Furniture products. The population in this research consists of all consumers who have purchased and are familiar with Ashley Furniture products in the Greater Jakarta area (Jabodetabek). The sample size for this study is 145 individuals, drawn from consumers who have purchased and are familiar with Ashley Furniture products in the Jabodetabek area, calculated based on Hair's theory. The sampling method used is purposive sampling. Data collection was conducted using a Google form distributed through WhatsApp messages and social media, with the research instrument being a questionnaire. The data analysis method employed is Partial Least Square (PLS). The results of the study indicate that the brand image variable has a positive but very small influence on purchasing decisions, while price perception and promotion have a positive and significant influence on purchasing decisions. Keywords: Brand Image, Promotion, Price Perception, Purchase Decision Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, promosi dan persepsi harga terhadap keputusan pembelian produk furniture ashley. Populasi dalam penelitian ini adalah seluruh konsumen yang pernah membeli dan mengetahui produk furniture Ashley di wilayah Jabodetabek. Sampel pada penelitian ini adalah 145 orang yang berasal dari konsumen yang pernah membeli dan mengetahui produk furniture Ashley di wilayah Jabodetabek. Dihitung berdasarkan teori Hair. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan dengan bantuan Google form dan disebar melalui pesan whatsapp dan media sosial, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Last Square. Hasil penelitian menunjukkan bahwa variabel citra merek berpengaruh positif namun sangat kecil pengaruhnya terhadap keputusan pembelian, sedangkan persepsi harga dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Citra merek, Promosi, Persepsi Harga, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 435
NIM/NIDN Creators:	43119120122
Uncontrolled Keywords:	Citra merek, Promosi, Persepsi Harga, Keputusan Pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 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 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	08 Oct 2024 07:55
Last Modified:	08 Oct 2024 07:55
URI:	http://repository.mercubuana.ac.id/id/eprint/92331

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