PENGARUH CITRA MEREK, PROMOSI DAN IKLAN TERHADAP MINAT BELI KONSUMEN PADA TOKO ONLINE BUKALAPAK

CHANDRA, RICKY (2019) PENGARUH CITRA MEREK, PROMOSI DAN IKLAN TERHADAP MINAT BELI KONSUMEN PADA TOKO ONLINE BUKALAPAK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of the brand image, promotion and advertisement on the consumer buying interest in Bukalapak online store. The population in this study were all students of Mercubuana University in Meruya, Jakarta. The sample used was 170 respondents based on the formula for the number of indicators multiplied by five. The sampling method uses convenience sampling. The method of collecting data uses the survey method, with the research instrument being a questionnaire. Data analysis method uses Structural Equation Modeling (SEM). This study proves that brand image variables has a significant positive effect on the consumer buying interest. Promotion has significantly positive effect on the consumer buying interest. Advertisement has a significant positive effect to the consumer buying interest. Keyword : Brand Image, Promotion, Advertisement and Consumer Buying Interest Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, promosi dan iklan terhadap minat beli konsumen pada toko online Bukalapak. Populasi dalam penelitian ini adalah seluruh mahasiswa/i Universitas Mercu Buana Meruya Jakarta. Sampel yang dipergunakan adalah sebanyak 170 responden berdasarkan rumus jumlah indikator yang dikalikan lima. Metode penarikan sampel menggunakan convenience sampling. Metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Structural Equation Modelling (SEM). Penelitian ini membuktikan bahwa variabel citra merek berpengaruh positif signifikan terhadap minat beli. Promosi berpengaruh secara positif signifikan terhadap minat beli. Iklan berpengaruh positif signifikan terhadap minat beli konsumen. Kata Kunci : Citra Merek, Promosi, Iklan dan Minat Beli Konsumen

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 19 631
NIM/NIDN Creators:	43115010371
Uncontrolled Keywords:	Citra Merek, Promosi, Iklan dan Minat Beli Konsumen
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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan 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:	Dede Muksin Lubis
Date Deposited:	04 Jun 2022 02:00
Last Modified:	04 Jun 2022 02:00
URI:	http://repository.mercubuana.ac.id/id/eprint/62540

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