Agisnawati, Agis (2021) PENGARUH DISKON, PROMOSI, DAN BRAND IMAGE TERHADAP LOYALITAS PEMBELIAN PRODUK PADA ONLINE SHOP (Studi Kasus Konsumen Online shop Shopee Di Kelurahan Kebon Bawang Jakarta Utara). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh diskon, promosi dan brand image terhadap loyalitas pembelian produk pada online shop Shopee di Kelurahan Kebon Bawang, Jakarta Utara. Strategi yang digunakan adalah strategi asosiatif. Metoda penelitian yang digunakan dalam penelitian ini adalah metoda survei, dengan menggunakan kuesioner sebagai alat pengumpulan datanya. Responden yang menjadi sampel dalam penelitian ini adalah konsumen online shop Shopee di Kelurahan Kebon Bawang, Jakarta Utara berjumlah 97 orang. Alat analisis yang digunakan SPSS dengan teknik analisis koefisien determinasi dan pengujian hipotesis baik secara parsial dan simultan. Hasil penelitian menunjukkan bahwa kontribusi pengaruh diskon terhadap loyalitas pembelian produk sebesar 0,6% ; kontribusi pengaruh promosi terhadap loyalitas pembelian produk sebesar10,7% ; kontribusi pengaruh brand image pelanggan terhadap loyalitas pembelian produk sebesar 28,6% ; dan kontribusi pengaruh diskon, promosi, dan brand image terhadap loyalitas pembelian produk sebesar 38,8%. Hasil pengujian hipotesis secara parsial diskon, promosi dan brand image terhadap loyalitas pembelian produk pada online shop Shopee di Kelurahan Kebon Bawang, Jakarta Utara. Temuan hasil penelitian ini bermanfaat untuk online shop Shopee untuk senantiasa mempertahankan loyalitas pembelian produk. Kata kunci : Diskon, Promosi, Brand Image, Loyalitas Pembelian Produk. ABSTRACT This study aims to determine and analyze the effect of discounts, promotions and brand image on product purchase loyalty at Shopee's online shop in Kebon Bawang Village, North Jakarta. The strategy used is an associative strategy. The research method used in this research is a survey method, using a questionnaire as a data collection tool. Respondents who were the samples in this study were 97 consumers of the Shopee online shop in Kelurahan Kebon Bawang, North Jakarta. The analytical tool used SPSS with the coefficient of determination analysis techniques and hypothesis testing both partially and simultaneously. The results showed that the contribution of the effect of discounts on product purchase loyalty was 0.6%; contribution of the influence of promotion to product purchase loyalty by 10.7%; contribution of the influence of customer brand image on product purchase loyalty by 28.6%; and the contribution of the effect of discounts, promotions, and brand image on product purchase loyalty by 38.8%. The results of partial hypothesis testing of discounts, promotions and brand image on product purchase loyalty at Shopee's online shop in Kebon Bawang Village, North Jakarta. The findings of this study are useful for Shopee's online shop to always maintain product purchase loyalty. Keywords: Discount, Promotion, Brand Image, Product Purchase Loyalty.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Mrs AGISNAWATI | ||||||||
| Date Deposited: | 22 Mar 2021 14:43 | ||||||||
| Last Modified: | 22 Mar 2021 14:43 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/4134 |
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