SINURAT, RUDOFL CANDRA (2025) PENGARUH PERSEPSI HARGA, CITRA MEREK DAN E-TRUST TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TOKOPEDIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research looks at the variables of price perception, brand image, and e-trust that affect consumers' decisions to buy products from Tokopedia. Tokopedia, an online marketplace for consumers, is the focus of this study. 130 respondents participated in this research, which used a quantitative descriptive methodology. This research use the Structural Equation Model (SEM) in conjunction with the Smart-PLS analytic tool. According to the study's findings, e-trust significantly improves purchasing decisions on Tokopedia e-commerce, brand image significantly and favorably influences purchasing decisions, and price perception has a positive and significant impact on decisions to buy. Keywords: Price Perception, Brand Image, E-Trust, Purchase Decision. Dalam riset ini, keputusan pembelian pada e-commerce Tokopedia dianalisis melalui tiga variabel penentu, yaitu persepsi harga, citra merek, dan etrust, dengan konsumen Tokopedia sebagai subjek riset. Riset dilaksanakan pada 130 responden mengaplikasikan pendekatan deskriptif kuantitatif. Pengetestan model dilakukan melalui Structural Equation Model (SEM) dengan perangkat analisis Smart-PLS. Temuan riset memperlihatkan bahwasannya persepsi harga berdampak positif dan signifikan terhadap keputusan pembelian, citra merek juga berdampak positif dan signifikan terhadap keputusan pembelian, serta e-trust berdampak positif signifikan terhadap keputusan pembelian pada e-commerce Tokopedia. Kata Kunci: Persepsi Harga, Citra Merek, E-Trust, Keputusan Pembelian.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 26 009 |
| NIM/NIDN Creators: | 43118120142 |
| Uncontrolled Keywords: | Persepsi Harga, Citra Merek, E-Trust, Keputusan Pembelian. |
| 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 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 04 Mar 2026 02:03 |
| Last Modified: | 04 Mar 2026 02:03 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101319 |
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