MULIAWAN, IRFAN (2021) ANALISIS PENGARUH PERSEPSI NILAI DAN PROMOSI TERHADAP CITRA MEREK DAN IMPLIKASINYA TERHADAP KEPUTUSAN PEMBELIAN PADA TOKOPEDIA. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine and analyze the effect of perceived value and promotion on brand image and its implications for purchasing decisions through the Tokopedia online shop. The research method is quantitative research with causal data analysis in order to determine the causal relationship. The sampling technique is a multistage random sampling technique with two sampling stages. The analytical method used is path analysis used to test the magnitude of the contribution indicated by the path coefficient on each path diagram of the causal relationship. The results showed that the value perception and promotion variables had a positive and significant effect on the brand image variables. perceived value and brand image have a significant effect on purchasing decision variables but promotion variables have no significant effect on purchasing decisions. Perceptions of value directly have a more significant influence on purchasing decisions than through brand image, and promotion indirectly through brand image has a more significant effect than directly. Keyword: Perceived Value, Promotion, Brand Image, Purchase Decision Penelitian ini bertujuan menguji dan menganalisis pengaruh persepsi nilai, dan promosi terhadap citra merek dan implikasinya terhadap keputusan pembelian melalui toko online Tokopedia Metode penelitian adalah penelitian kuantitatif dengan analisa data kausal dengan tujuan untuk mengetahui hubungan sebab akibat. Teknik sampling adalah teknik multistage random sampling dengan dua tahap sampling. Metode analisis yang digunakan adalah analisis jalur digunakan untuk menguji besarnya kontribusi yang ditunjukkan oleh koefisien jalur pada setiap diagram jalur dari hubungan kausal. Hasil penelitian menunjukkan variabel persepsi nilai dan promosi berpengaruh positif dan signifikan terhadap variabel citra merek. Variabel persepsi nilai dan citra merek berpengaruh signifikan terhadap variabel keputusan pembelian namun variabel promosi berpengaruh tidak signifikan terhadap keputusan pembelian. Persepsi nilai secara langsung mempunyai pengaruh lebih signifikan terhadap keputusan pembelian daripada melalui citra merek, dan promosi secara tidak langsung melalui citra merek mempunyai pengaruh lebih signifikan daripada secara langsung. Keyword: Persepsi Nilai, Promosi, Citra Merek, Keputusan Pembelian
| Item Type: | Thesis (S2) |
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| NIM/NIDN Creators: | 55117320002 |
| Uncontrolled Keywords: | Persepsi Nilai, Promosi, Citra Merek, Keputusan Pembelian |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 05 Jul 2023 06:32 |
| Last Modified: | 05 Jul 2023 06:32 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78754 |
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