GINTING, REYNOLD EMRIDUAN (2021) PENGARUH BRAND IMAGE, BRAND TRUST DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Pengguna Tokopedia). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The aims of this research have to examine and analyze the influence of Brand image, Brand trust and Word of mouth On The Purchase Decision. The object of this study is all Tokopedia users. The sample used in this research is all population, counted 225 respondents. Data collection methods using survey methods, with research instruments is a questionnaire. Data analysis methods uses Structural Equation Model (SEM) analysis tool Smart-PLS 3. The research result shows that Brand image has a positive and significant effect on Purchace Decision, Brand trust has positive and significant effect on Purchace Decision, and Word of mouth has positive and significant effect on Purchace Decision. Keywords : Brand image, Brand trust, Word of mouth and Purchase Decision Tujuan dari penelitian ini yaitu untuk menguji dan menganalisis Pengaruh Brand image, Brand trust dan Word of mouth Terhadap Keputusan Pembelian. Objek penelitian ini meliputi semua pengguna Tokopedia. Sample dalam penelitian ini diambil dari semua populasi, terhitung 225 responden. Pengumpulan data didapatkan melalui metode survey, dengan kuesioner sebagai alat. Metode analisis data dalam penelitian ini menggunakan Structural Equation Model (SEM) dengan alat analisis aplikasi Smart-PLS 3. Hasil penelitian ini menunjukkan bahwa Brand image berpengaruh secara positif dan signifikan terhadap Keputusan Pembelian, Brand trust berpengaruh secara positif dan signifikan terhadap Keputusan Pembelian, dan Word of mouth berpengaruh secara positif dan signifikan terhadap Keputusan Pembelian. Kata kunci : Brand image, Brand trust, Word of mouth dan Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43116110304 |
| Uncontrolled Keywords: | Brand image, Brand trust, Word of mouth dan 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: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 22 Jul 2023 04:10 |
| Last Modified: | 22 Jul 2023 04:10 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79475 |
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