SIHOMBING, PRONIKA DIANA (2022) PENGARUH CITRA MEREK, GETOK TULAR ELEKTRONIK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA E-COMMERCE LAZADA.CO.ID. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The research aims to identity the influence of Brand Image, Electronic Word of Mouth and Price Perception towards Consumer’s Decision to buy on ecommerce Lazada. The subjects in this study were consumer who knows and used the Lazada application. The sample used in this study was 170 respondents. The sampling technique using a purposive sampling. By using quantitative descriptive approach. Therefore, the analysis of the data used is the statistical analysis in the form of SEM-PLS. The results of this study showed Brand Image has a significant and positive effect on Decision to buy. Electronic Word of Mouth has a significant and positive effect on Decision to buy and Price Perception has a significant and positive effect on Decision to buy. Keyword : Brand Image, Electronic Word of Mouth, Price Perception, Decision to buy, Lazada Penelitian ini untuk mengetahui pengaruh Pengaruh Citra Merek, Getok Tular Elektronik, dan Persepsi Harga dalam Keputusan Pembelian e-commerce Lazada. Subjek pada penelitian ini adalah konsumen yang mengetahui dan menggunakan aplikasi e-commerce Lazada. Sampel yang digunakan dalam penelitian ini adalah sebanyak 170 responden. Teknik pengambilan sampel menggunakan purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Citra Merek berpengaruh positif dan siginifikan terhadap Keputusan Pembelian. Getok Tular Elektronik berpengaruh positif dan siginifikan terhadap Keputusan Pembelian dan Persepsi Harga berpengaruh positif dan siginifikan terhadap Keputusan Pembelian. Kata Kunci : Citra Merek, Getok Tular Elektronik, Persepsi Harga, Keputusan Pembelian, Lazada
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 22 157 |
| NIM/NIDN Creators: | 43117110377 |
| Uncontrolled Keywords: | Citra Merek, Getok Tular Elektronik, Persepsi Harga, Keputusan Pembelian, Lazada |
| Subjects: | 700 Arts/Seni, Seni Rupa, Kesenian > 770 Photography and Photographs/Seni Fotografi dan Foto 700 Arts/Seni, Seni Rupa, Kesenian > 770 Photography and Photographs/Seni Fotografi dan Foto > 771 Techniques and Procedures/Teknik Seni Fotografi dan Foto, Prosedur Seni Fotografi dan Foto 700 Arts/Seni, Seni Rupa, Kesenian > 770 Photography and Photographs/Seni Fotografi dan Foto > 771 Techniques and Procedures/Teknik Seni Fotografi dan Foto, Prosedur Seni Fotografi dan Foto > 771.3 Cameras and Accessories/Kamera dan Asesoris Kamera |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ELMO ALHAFIIDH PUTRATAMA |
| Date Deposited: | 04 Oct 2022 04:02 |
| Last Modified: | 05 Oct 2022 07:19 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/69886 |
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