FAUZI, AHMAD (2019) PENGARUH BRAND IMAGE (CITRA MEREK), HARGA, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KREDIT RUMAH. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study is to determine the effect of brand image, price and location to buying decision. This study takes place in PT. BRI, Jakarta. The sample consisted of 110 respondents who buys a KPR BRI. The sampling technique in this research is Convenience Sampling. To test the validity, reliability , and hypothesis testing using Structural Equation Modelling ( SEM ) with LISREL 8.80. The results of the analysis using causal analysis methods show that of the 3 hypotheses contained in the study, that is: brand image does not affect the buying decision, with a standard loading factor of 1.28. price has a significant effect on buying decisions, with a standard loading factor of 2.70, and location has a significant effect on buying decisions with the standard value of the loading factor produced is 3.52. Keywords: Brand Image, Price, Location, Buying Decision. Tujuan penelitian ini adalah untuk mengetahui pengaruh citra merek, harga dan lokasi terhadap keputusan pembelian. Penelitian ini mengambil lokasi di PT. Bank Rakyat Indonesia, Jakarta. Sampel terdiri dari 110 responden yang membeli KPR BRI. Teknik pengambilan sampel dalam penelitian ini yaitu Convenience Sampling. Untuk menguji validitas, reliabilitas, dan pengujian hipotesis menggunakan Structural Equation Modelling (SEM) dengan LISREL 8.80. Hasil analisis dengan menggunakan metode analisis kausal menunjukan bahwa dari 3 hipotesis yang terdapat dalam penelitian, yaitu: citra merek tidak berpengaruh terhadap keputusan pembelian, dengan nilai standard loading factor sebesar 1,28. harga berpengaruh signifikan terhadap keputusan pembelian, dengan nilai standard loading factor sebesar 2,70, dan lokasi berpengaruh signifikan terhadap keputusan pembelian dengan nilai standard loading factor yang dihasilkan ialah sebesar 3,52. Kata kunci : Citra Merek, Harga, Lokasi, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 19 942 |
| NIM/NIDN Creators: | 43115110637 |
| Uncontrolled Keywords: | Citra Merek, Harga, Lokasi, Keputusan Pembelian |
| Subjects: | 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 704 Special Topics in Fine and Decorative Arts/Topik Khusus tentang Karya Seni 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 704 Special Topics in Fine and Decorative Arts/Topik Khusus tentang Karya Seni > 704.9 Iconography, Icon, Image/Ikonografi, Ikon, Gambar |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ELMO ALHAFIIDH PUTRATAMA |
| Date Deposited: | 05 Aug 2023 06:55 |
| Last Modified: | 05 Aug 2023 06:55 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79997 |
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