ANALISIS PENGARUH PROMOTION DAN BRAND IMAGE TERHADAP PURCHASE DECISION MELALUI PURCHASE INTENTION (Studi Kasus: Indihome)

ISWANCHA, RIAND (2025) ANALISIS PENGARUH PROMOTION DAN BRAND IMAGE TERHADAP PURCHASE DECISION MELALUI PURCHASE INTENTION (Studi Kasus: Indihome). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the influence of promotion, brand image, purchase intention, and purchase decision. The object of this study was the indihome consumer, and the specified number of sempel was 185 respondents using a calculation method based on the heir formula multiplied by 5. Sample withdrawal methods Purposive sampling, data collection methods using questionnaires, and data analysis using Partial Least Square (PLS). The results of the study are known that promotion affects purchase decision, brand imaga affects purchasedecision, promotion affects purchase intention, brand image affects purchase intention, purchase intention affectspurchase decision, purchase intention plays role in mediating brand image to purchase decision,purchase intention plays role in mediating promotion to purchase decision . Keywords: Promotion, Brand Image, Purchase Intention, and Purchase Decision Penelitian ini bertujuan menganalisis pengaruh promotion, brand image, purchase intention, dan purchase decision. Objek penelitian ini adalah konsumen indihome, dan jumlah sempel yang ditentukan adalah 185 responden dengan menggunakan metode perhitungan berdasarkan rumus heir yang dikalikan 5. Metode penarikan sampel purposive sampling, metode pengumpulan data menggunakan kusioner, dan analisis data menggunakan Partial Least Square (PLS). Hasil penelitiandiketahui bahwa promotion berpengaruh terhadap purchase decision, brand imaga berpengaruh terhadap purchase decision, promotion berpengaruh terhadap purchase intention, brand image berpengaruh terhadap purchase intention, purchase intention berpengaruh terhadap purchase decision, purchase intention berperan memediasibrand image terhadap purchase decision, purchase intention berperan memediasi promotion terhadap purchase decision. Kata kunci: Promotion, Brand Image, Purchase Intention, dan Purchase Decision

Item Type:	Thesis (S2)
NIM/NIDN Creators:	55118120040
Uncontrolled Keywords:	Promotion, Brand Image, Purchase Intention, dan Purchase Decision
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 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 700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	khalimah
Date Deposited:	31 Oct 2025 03:21
Last Modified:	31 Oct 2025 03:21
URI:	http://repository.mercubuana.ac.id/id/eprint/99974

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