WAHYUNI, WAHYUNI (2021) PENGARUH CITRA MEREK, PERSEPSI HARGA DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN KARTU PRABAYAR INDOSAT OOREDO. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine and analyze brand image, price perception, and advertisements on purchasing decisions of Mercu Buana University students. The research method used in this research is descriptive method. The object of this research is 130 students of Mecu Buana University who purchase Indosat Ooredo prepaid card products. The approach used in this study is the Structural Equation Model (SEM) with the Smart-PLS analysis tool. The results showed that brand image had a positive and significant effect on purchasing decisions. Price perceptions had a positive and significant effect on purchasing decisions. Advertising had a positive and significant ef ect on purchasing decisions. Keywords: Brand image, price perception, advertising, purchasing decisions Penelitian ini bertujuan untuk menguji dan menganalisis citra merek, persepsi harga, dan iklan terhadap keputusan pembelian Mahasiswa Universitas Mercu Buana. Metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif. Objek penelitian ini adalah Mahasiswa kampus daerah Jakarta Barat yang melakukan pembelian produk kartu prabayar Indosat Ooredo sebanyak 130 responden. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian menunjukan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian.Persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian.Iklan berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci : Citra merek, Persepsi harga, Iklan, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43115110633 |
| Uncontrolled Keywords: | Citra merek, Persepsi harga, Iklan, Keputusan Pembelian |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.3 Bibliographies by Specific Forms/Bibliografi dan Katalog dengan Bentuk Khusus > 011.37 Visual and Audio Visual Media/Media Visual dan Audio Visual 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: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 10 Jul 2023 02:57 |
| Last Modified: | 10 Jul 2023 02:57 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78896 |
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