PENGARUH CITRA MEREK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE (Studi pada Konsumen Shopee di Jakarta)

Artameviah, Resti (2022) PENGARUH CITRA MEREK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE (Studi pada Konsumen Shopee di Jakarta). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Perkembangan teknologi menyebabkan perubahan baru dalam dunia bisnis. Perkembangan yang semakin hari semakin berkembang menjadikan segala bentuk kegiatan dan transaksi berlangsung secara cepat dan mudah. Segala kegiatan dan kebutuhan yang meningkat membuat perusahaan harus mampu mengikuti perkembangan teknologi saat ini. Salah satunya kegiatan belanja online melalui aplikasi, yaitu platform e-commerce Shopee. Penelitian ini bertujuan untuk mengetahui pengaruh citra merek, harga dan promosi terhadap keputusan pembelian pada e-commerce Shopee di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif deskriptif, yang diukur menggunakan metode Partial Least Square (PLS) dengan menggunakan software SmartPLS 3.0. Metode pengambilan sampel menggunakan teknik Non-probability Sampling dengan pendekatan Purposive Sampling. Sampel yang digunakan dalam penelitian sebanyak 97 responden. Data yang digunakan dalam penelitian ini berupa data primer dengan teknik pengumpulan data menggunakan kuesioner melalui google form. Alat analisis pada penelitian ini menggunakan outer model dan inner model.Hasil penelitian ini membuktikan bahwa citra merek dan harga memiliki pengaruh signifikan terhadap keputusan pembelian, dan promosi tidak memiliki pengaruh signifikan terhadap keputusan pembelian dikarenakan sebagian pengguna e-commerce Shopee tidak tertarik pada promosi yang diberikan oleh perusahaan Shopee. Technological developments cause new changes in the business world. Developments that are growing day by day make all forms of activities and transactions take place quickly and easily. All activities and increasing needs make companies have to be able to keep up with current technological developments. One of them is online shopping activities through applications, namely the Shopee e-commerce platform.This study aims to determine the effect of brand image, price and promotion on purchasing decisions at e-commerce Shopee in Jakarta. This study uses a descriptive quantitative approach, which is measured using the Partial Least Square (PLS) method using SmartPLS 3.0 software. The sampling method uses the Non-probability Sampling technique with the Purposive Sampling approach. The sample used in the study was 97 respondents. The data used in this study is primary data with data collection techniques using a questionnaire via google form. The analysis tool in this study uses the outer model and the inner model.The results of this study prove that brand image and price have a significant influence on purchasing decisions, and promotions do not have a significant influence on purchasing decisions because some Shopee e-commerce users are not interested in the promotions provided by Shopee companies.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSuryono, Dwi WinduNIDN0327076101dwiwindu1961@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: RESTI ARTAMEVIAH
Date Deposited: 21 Oct 2022 02:05
Last Modified: 21 Oct 2022 02:05
URI: http://repository.stei.ac.id/id/eprint/8700

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