PENGARUH KUALITAS PELAYANAN, BRAND IMAGE DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI APLIKASI SHOPEE (Studi Kasus di Jakarta Barat)

RAMADANTI, RAHMALIA (2024) PENGARUH KUALITAS PELAYANAN, BRAND IMAGE DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI APLIKASI SHOPEE (Studi Kasus di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study examines how Service Quality, Brand Image, and Promotion affect consumer purchasing decisions on the Shopee app among residents in West Jakarta. The research was conducted due to the rapid increase in purchases on Shopee in West Jakarta. The aim of this study is to analyze the impact of Service Quality, Brand Image, and Promotion on purchasing decisions on the Shopee app in West Jakarta. The sample used consists of 160 consumers. The sampling method employed is Simple Random Sampling. Data collection is conducted through surveys, with the research instrument being a questionnaire. The data analysis method used in this study is Structural Equation Modeling (SEM) with Smart-PLS version 3.2.9 as the analysis tool. The results show that Service Quality and Brand Image do not influence purchasing decisions. However, Promotion does influence consumer purchasing decisions on the Shopee app in West Jakarta. Keywords: Service quality, Brand Image, promotion, purchase decision Penelitian ini membahas mengenai bagaimana Kualitas layanan, Brand Image dan promosi berpengaruh terhadap keputusan pembelian konsumen di aplikasi shopee pada warga di Jakarta Barat. Penelitian ini dilakukan karena pesatnya pembelian di shopee di Jakarta Barat. Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas layanan, Brand Image dan promosi terhadap keputusan pembelian di aplikasi Shopee di Jakarta Barat. Sampel yang dipergunakan adalah sebanyak 160 konsumen. Metode penarikan sampel menggunakan Simple random sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data pada penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS versi 3.2.9. Hasil penelitian ini membuktikan bahwa Kualitas layanan dan Brand Image tidak berpengaruh terhadap keputusan pembelian. Sedangkan promosi berpengaruh terhadap keputusan pembelian konsumen di aplikasi shopee di Jakarta Barat. Kata Kunci: Kualitas layanan, Brand Image , promosi, keputusan pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 285
Call Number:	SE/31/24/214
NIM/NIDN Creators:	43118110303
Uncontrolled Keywords:	Kualitas layanan, Brand Image , promosi, keputusan pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	29 Aug 2024 05:10
Last Modified:	29 Aug 2024 05:10
URI:	http://repository.mercubuana.ac.id/id/eprint/90849

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