Novanti, Tasya (2024) PENGARUH BRAND IMAGE, ELECTRONIC WORD OF MOUTH DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN DI JAKARTA. S1 thesis, Universitas Mercu Buana - Menteng.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (0COVER)
43120010214 - Tasya Novanti - 01 Cover - Tasya Novanti.pdf Download (501kB) |
|
Text (BAB I)
43120010214 - Tasya Novanti - 02 Bab 1 - Tasya Novanti.pdf Restricted to Registered users only Download (253kB) |
|
Text (BAB II)
43120010214 - Tasya Novanti - 03 Bab 2 - Tasya Novanti.pdf Restricted to Registered users only Download (275kB) |
|
Text (BAB III)
43120010214 - Tasya Novanti - 04 Bab 3 - Tasya Novanti.pdf Restricted to Registered users only Download (190kB) |
|
Text (BAB IV)
43120010214 - Tasya Novanti - 05 Bab 4 - Tasya Novanti.pdf Restricted to Registered users only Download (400kB) |
|
Text (BAB V)
43120010214 - Tasya Novanti - 06 Bab 5 - Tasya Novanti.pdf Restricted to Registered users only Download (95kB) |
|
Text (DAFTAR PUSTAKA)
43120010214 - Tasya Novanti - 08 Daftar Pustaka - Tasya Novanti.pdf Restricted to Registered users only Download (169kB) |
|
Text (LAMPIRAN)
43120010214 - Tasya Novanti - 09 Lampiran - Tasya Novanti.pdf Restricted to Registered users only Download (894kB) |
Abstract
Penelitian ini bertujuan untuk menguji pengaruh Brand Image, Electronic Word Of Mouth (E-WOM), dan Persepsi Harga terhadap keputusan pembelian pada Kopi Kenangan di Jakarta. Populasi dalam penelitian ini adalah masyarakat yang sudah pernah membeli dan mengonsumsi Kopi Kenangan di Jakarta. Sampel yang digunakan dalam penelitian ini sebanyak 185 responden. Teknik pengambilan sampel menggunakan purposive sampling. Desain penelitian ini menggunakan desain kausal dengan pendekatan kuantitatif. Metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan SEM – PLS dengan alat analisis SmartPLS versi 4.0. Penelitian ini membuktikan bahwa Brand Image berpengaruh positif dan signifikan terhadap keputusan pembelian. E-WOM berpengaruh positif dan signifikan terhadap pembelian. Dan Persepsi Harga berpengaruh positif dan signifikan terhadap keputusan pembelian This study aims to test the influence Of Brand Image, Electronic Word Of Mouth (E-WOM), and Price Perception on purchase decisions for Kopi Kenangan in Jakarta. The population studied consists Of individuals who have previously purchased and consumed Kopi Kenangan in Jakarta. The sample size for this research comprises 185 respondents selected through purposive sampling. The research design adopts a causal approach with a quantitative methodology. Data collection utilizes a survey method, employing a questionnaire as the research instrument. Data analysis employs Structural Equation Modeling (SEM) - Partial Least Squares (PLS) using SmartPLS version 4.0. The study establishes that Brand Image has a significant and positive impact on purchase decisions. E-WOM also demonstrates a significant positive influence on purchasing behavior. Additionally, Price Perception shows a positive and significant effect on purchase decisions.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43120010214 |
| Uncontrolled Keywords: | Citra Merek, Electronic Word Of Mouth (E-WOM), Persepsi Harga, Keputusan Pembelian Brand Image, Electronic Word Of Mouth (E-WOM), Price Perception, Purchasing Decision. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | SILMI KAFFA MARISKA |
| Date Deposited: | 06 Sep 2024 03:40 |
| Last Modified: | 06 Sep 2024 03:40 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/91217 |
Actions (login required)
 |
View Item |
