Marlina, Serly (2020) ANALISIS PENGARUH CITRA MEREK, HARGA, DAN PROMOSI TERHADAP KEPUTUSUSAN PEMBELIAN PADA E-COMMERCE SHOPEE (STUDI KASUS PADA MAHASISWA STEI). Skripsi thesis, sekolah tinggi ilmu ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Skripsi ini bertujuan untuk mengetahui pengaruh Citra Merek, Harga dan Promosi terhadap Keputusan Pembelian pada e-commerce Shopee. Populasi yang digunakan dalam skripsi ini adalah mahasiswa Sekolah Tinggi Ilmu Ekonomi Indonesia yang menggunakan Shopee, sampel yang digunakan sebanyak 100 responden dengan kriteria pernah membeli barang di Shopee dalam rentan waktu 1 tahun terakhir. Desain penelitian yang digunakan adalah deskriptif kuantitatif, dimana teknik pengambilan sampel dilakukan dengan menggunakan metode purposive sampling, dengan instrumen pengumpulan data berupa kuesioner yang dijadikan sebagai data primer. Teknik analisis data yang digunakan adalah analisis regresi linier berganda dengan disertai uji asumsi klasik, uji t (parsial) dan uji F (simultan). Proses penghitungan data dilakukan dengan menggunakan program SPSS 23,0. Hasil penelitian menunjukkan bahwa secara parsial atau individual Citra Merek, Harga, dan promosi berpengaruh signifikan dan positif terhadap Keputusan Pembelian. Secara simultan atau bersama-sama Citra Merek, Harga dan Promosi berpengaruh signifikan dan positif terhadap Keputusan Pembelian. ABSTRACT This research is aimed at figuring out how Brand Image, Price and Promotion affect the Purchasing Decisions at Shopee e-commerce. The population in this study were students of the Indonesian College of Economics who used Shopee, the sample used was 100 respondents with the criteria of having bought goods at Shopee in the last 1 year. The researche design used is descriptive quantitative, where the sampling technique is carried out using purposive sampling method, with the data collection instrument in the form of a questionnaire which is used as primary data. The data analysis technique used is multiple linear regression analysis accompanied by the classical assumption test, t test (partial) and F test (simultaneous). The process of calculating the data was carried out using the SPSS 23.0 program. The results showed that partially or individually, brand image, price, and promotion had a significant and positive effect on purchasing decisions. Simultaneously or together Brand Image, Price and Promotion have a significant and positive effect on Purchasing Decisions.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | citra merek, harga, promosi, keputusan pembelian | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Users 1435 not found. | ||||||||
| Date Deposited: | 14 Jan 2021 04:32 | ||||||||
| Last Modified: | 14 Jan 2021 04:32 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/3247 |
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