Rae, Vinsensius Laki (2021) PENGARUH THREAT EMOTION KONSUMEN, KEPERCAYAAN MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN ENERVON C DI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Penelitian ini bertujuan untuk menguji pengaruh threat emotion, kepercayaan merek dan kualitas produk terhadap keputusan pembelian pada Enervon C di Jakarta. Data yang digunakan dalam penelitian ini adalah data primer, instrument penelitian adalah kuisioner dengan menggunakan skala likert. Penelitian ini dilakukan terhadap 125 responden dengan menggunakan pendekatan kuantitatif dan pengujian hipotesis. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa threat emotion berpengaruh positif dan signifikan terhadap keputusan pembelian, kepercayaan merek berpengaruh positif dan signifikan terhadap keputusan pembelian, dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian Kata kunci : threat emotion, kepercayaan merek, kualitas produk dan keputusan pembelian. This study to purpose the effect of threat emotion, brand trust and product quality on purchase decisions for Enervon C in the Jakarta. The data used in this study are primary data, the research instrument is a questioner using a Likert scale. This research was conducted on 125 responses using a quantitative approach method and hypothesis examinated. Methods of data analysis using Partial Least Square. This study to evidences that threat emotion has a positive and significant effect on purchase decisions, brand trust has a positive and significant effect on purchase decisions, and product quality has a positive and significant effect on purchase decisions. Keywords: Threat emotion, brand trust, product quality and purchase decisions.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43117110041 |
| Uncontrolled Keywords: | threat emotion, kepercayaan merek, kualitas produk dan keputusan pembelian.Threat emotion, brand trust, product quality and purchase decisions. |
| 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: | MYTHA ALVIANA SARI |
| Date Deposited: | 09 Mar 2022 17:58 |
| Last Modified: | 09 Mar 2022 17:58 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57677 |
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