Maulana, Muhammad Helmy (2025) PENGARUH CITRAMEREK, PROMOSI DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO PADA SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh citra merek, promosi, dan harga terhadap keputusan pembelian Erigo di Shopee. Teknik penelitian ini menggunakan teknik non probability sampling dengan metode purposive sampling. Teknik pengumpulan data dalam penelitian ini menggunakan kuesioner berbentuk online dan google form. Metode analisis yang digunakan adalah purposive sampling di mana dalam pengolahan datanya menggunakan program Partial Least Square (Smart-PLS). Penelitian ini membuktikan bahwa Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian. The purpose of this research is to determine the influence of brand image, promotion and price on Erigo purchasing decisions at Shopee. This research technique uses a nonprobability sampling technique with a purposive sampling method. The data collection technique in this study used an online questionnaire and google form. The analysis method used is purposive sampling where the data processing uses the Partial Least Square (Smart-PLS) program. This study proves that Brand Image has a positive and significant effect on Purchasing Decisions. Promotion has a positive and significant effect on Purchasing Decisions. Price has a positive and significant effect on Purchasing Decisions.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43120010375 |
| Uncontrolled Keywords: | Citra Merek, Promosi, Persepsi Harga, Keputusan Pembelian Brand Image, Promotion, Price Perception, Purchase Decision |
| 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: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | NAIMAH NUR ISLAMIDIYANAH |
| Date Deposited: | 26 May 2025 03:29 |
| Last Modified: | 26 May 2025 04:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/95630 |
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