LESTARI, NAHDIYAH PUJI (2021) PENGARUH CITRA MEREK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAB ELZATTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study reveals that there are three variables which aim to determine the effect of brand image, price perception and promotion in determining the purchase decision of Elzatta Hijab. Respondents in this study are people who have used or purchased Elzatta Hijab. This research was conducted on 105 respondents using a quantitative approach. The data analysis used is multiple linear regression analysis with Partial Least Square as a tool. The results of this study indicate that the Brand Image test has a positive effect on the purchase decision of Elzatta Hijab, the perception of price has a positive effect on the purchase decision of Elzatta Hijab and Promotion has a positive effect on the purchase decision of Elzatta Hijab. Keywords: Brand Image, Price Perception, Promotion, Purchase Decision, Hijab Elzatta Penelitian ini mengungkapkan ada tiga variabel yang bertujuan untuk mengetahui Pengaruh Citra Merek, Persepsi Harga dan Promosi dalam menentukan keputusan pembelian Hijab Elzatta. Responden pada penelitian ini adalah masyarakat yang sudah menggunakan atau melakukan pembelian Hijab Elzatta. Penelitian ini dilakukan terhadap 105 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah analisis regresi linier berganda dengan alat bantu Partial Least Square. Hasil penelitian ini menunjukkan bahwa secara uji Citra Merek berpengaruh postif terhadap keputusan pembelian Hijab Elzatta, Persepsi Harga berpengaruh postif terhadap keputusan pembelian Hijab Elzatta dan Promosi berpengaruh positif terhadap keputusan pembelian Hijab Elzatta. Kata Kunci : Citra Merek, Persepsi Harga, Promosi, Keputusan Pembelian, Hijab Elzatta
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43116010019 |
| Uncontrolled Keywords: | Citra Merek, Persepsi Harga, Promosi, Keputusan Pembelian, Hijab Elzatta |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 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: | 13 Jul 2023 01:48 |
| Last Modified: | 13 Jul 2023 01:48 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79088 |
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