Sarumpaelt, Rista Ayu (2023) PENGARUH MEDIA SOSIAL DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI (Studi Kasus Pada Masyarakat Kelurahan Kayu Putih). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
This study aims to provide an explanation of how the influence of the independent variables, namely social media (X1), price (X2) on the dependent variable, namely purchasing decisions (Y) with the mediating variable, namely brand image (Z). This study used a quantitative method by distributing questionnaires as a sample. This study used a quantitative approach associative research, measured using the SmartPLS software version 3.2.9. The population of this study were all consumers who had bought or used scarlett whitening at least once in Kayu Putih Village, East Jakarta. The data used in this research is primary data. Data collection techniques using Googleform and Microsoft Excel. The results of the study prove that (1) there is no direct influence of social media on purchasing decisions (2) there is a direct effect of price on purchasing decisions (3) there is a direct effect of social media on brand image (4) there is a direct effect of price on brand image (5) There is a direct effect of brand image on purchasing decisions (6) There is no indirect effect of social media on purchasing decisions through brand image (7) There is an indirect effect of price on purchasing decisions through brand image Penelitian ini bertujuan untuk memberikan penjelasan bagaimana pengaruh variabel bebas yaitu media sosial (X1), harga (X2) terhadap variabel terikat yaitu keputusan pembelian (Y) dengan variabel mediasi yaitu citra merek (Z). Penelitian ini menggunakan metode kuantitatif melalui penyebaran kuesioner sebagai suatu pengambilan sampel. Penelitian ini menggunakan jenis penelitian asosiatif pendekatan kuantitatif, diukur menggunakan bantuan software SmartPLS versi 3.2.9. Populasi dari penelitian ini adalah seluruh konsumen yang pernah membeli atau menggunakan scarlett whitening minimal sekali di Kelurahan Kayu Putih,Jakarta Timur. Data yang digunakan pada penelitian ini berupa data primer. Teknik pengumpulan data menggunakan googleform dan Microsoft excel. Hasil penelitian membuktikan bahwa (1) Tidak terdapat pengaruh langsung media sosial terhadap keputusan pembelian (2) Terdapat pengaruh langsung harga terhadap keputusan pembelian (3) Terdapat pengaruh langsung media sosial terhadap citra merek (4) Terdapat perngaruh langsung harga terhadap citra merek (5) Terdapat pengaruh langsung citra merek terhadap keputusan pembelian (6) Tidak terdapat pengaruh tidak langsung media sosial terhadap keputusan pembelian melalui citra merek (7) Terdapat pengaruh tidak langsung harga terhadap keputusan pembelian melalui citra merek
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Media Sosial, Harga, Keputusan Pembelian, dan Citra Merek | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | RISTA AYU SARUMPAET | ||||||||
| Date Deposited: | 04 Sep 2023 09:44 | ||||||||
| Last Modified: | 04 Sep 2023 09:44 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/10808 |
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