SARI, TIA MONICA (2021) PENGARUH PERSEPSI SUBLIMINAL TERHADAP KEPUTUSAN PEMBELIAN PADA GOJEK (Studi : Eksperimen). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study tries to analyze the perception of the human subconscious (Subliminal Perception), on purchasing decisions on consumers. The research method used in this research is the research method. The population in this study were students of Mercu Buana University from various backgrounds. The sampling technique in this study is convenience sampling where the sample is done based on participant approval and obtaining data. Based on the calculation of the G power analysis, the number of samples needed in this study were 52 participants. Data collection methods using survey methods, with research instruments are a questionnaire. The method of data analysis uses the Statistical Package for Social Sciences. This research proves that Subliminal Perception has a positive and significant effect on consumer purchasing decisions. Keywords: Subliminal Perception, Subliminal Advertising, Consumer Purchasing Decisions Penelitian ini bertujuan untuk menganalisis pengaruh persepsi alam bawah sadar manusia (Subliminal Perception), terhadap keputusan pembelian pada konsumen. Metode penelitian yang digunakan dalam penelitian ini adalah metode eksperimen. Populasi dalam penelitian ini adalah mahasiswa dan mahasiswi Universitas Mercu Buana dari berbagai latar belakang. Teknik pengambilan sampel dalam penelitian ini adalah convenience sampling dimana pengampilan sampel dilakukan berdasarkan pada ketersediaan partisipan dan kemudahan mendapatkan data. Berdasarkan perhitungan analisis G power, jumlah sampel yang dibutuhkan dalam penelitian ini adalah 52 partisipan. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuisioner. Metode analisis data menggunakan Statistical Package for the Social Sciences. Penelitian ini membuktikan bahwa Subliminal Perception berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Kata kunci : Subliminal Perception, Subliminal Advertising, Keputusan Pembelian Konsumen.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43115110296 |
| Uncontrolled Keywords: | Subliminal Perception, Subliminal Advertising, Keputusan Pembelian Konsumen. |
| Subjects: | 400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen 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: | 22 Jul 2023 03:26 |
| Last Modified: | 22 Jul 2023 03:26 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79462 |
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