Tri Kurniati, Maya (2019) PENGARUH BRAND IMAGE, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DAN KEPERCAYAAN KONSUMEN (Studi pada Jasa EMKL di PT Kamadjaja Logistics). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
![[img]](http://repository.stei.ac.id/style/images/fileicons/text.png) |
Text (COVER + ABSTRAK)
COVER.pdf Available under License Creative Commons Attribution Non-commercial. Download (863kB) |
|
Text (BAB 1)
BAB 1.pdf Available under License Creative Commons Attribution Non-commercial. Download (28kB) |
|
Text (BAB 2)
BAB 2.pdf Available under License Creative Commons Attribution Non-commercial. Download (247kB) |
|
Text (BAB 3)
BAB 3.pdf Available under License Creative Commons Attribution Non-commercial. Download (266kB) |
|
Text (BAB 4)
BAB 4.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (399kB) |
|
Text (BAB 5)
BAB 5.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (47kB) |
Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh langsung brand image, harga dan promosi terhadap keputusan pembelian dan kepercayaan konsumen serta pengaruh tidak langsung brand image, harga dan promosi terhadap keputusan pembelian melalui kepercayaan konsumen pada pengguna jasa pengiriman cargo PT Kamadjaja Logistics Jakarta. Penelitian ini menggunakan teknik non probability sampling. Populasi dalam penelitian ini adalah jumlah konsumen yang tidak diketahui secara pasti sehingga diukur menggunakan sejumlah varibel yang diujikan dengan penggandaan 10 sampel per-variabel. Teknik pengambilan sampel menggunakan metoda purposive (Judgement sampling). Sampel dalam penelitian sebanyak 50 konsumen yang menggunakan jasa pengiriman cargo PT Kamadjaja Logistics Jakarta selama 3 bulan terakhir (periode September - Desember 2018). Metoda analisis data yang digunakan adalah analisis jalur (Path Analysis). Hasil penelitian dengan taraf nyata (α) 5% menunjukkan bahwa secara langsung variabel brand image dan promosi berpengaruh positif dan signifikan terhadap kepercayaan konsumen, sedangkan variabel harga pengaruhnya tidak signifikan terhadap kepercayaan konsumen. Selanjutnya, variabel kepercayaan konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian, sebaliknya variabel brand Image, harga dan promosi pengaruhnya tidak signifikan terhadap keputusan pembelian. Adapun secara tidak langsung menunjukan variabel brand image dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian melalui kepercayaan konsumen, tetapi variabel harga pengaruhnya menujukkan tidak signifikan terhadap keputusan pembelian melalui kepercayaan konsumen. Kata kunci : Brand Image, Harga, Promosi, Kepercayaan Konsumen, Keputusan Pembelian ABSTRACT This study aims to determine how much the direct influence of brand image, price and promotion on purchasing decisions and consumer trust and the indirect influence of brand image, price and promotion on purchasing decisions through consumer trust in cargo shipping service users of PT Kamadjaja Logistics Jakarta. This study uses a non probability sampling technique. The population in this study is the number of consumers that are not known with certainty so that it is measured using a number of variables tested by doubling 10 samples per variable. The sampling technique uses purposive method (judgment sampling). Samples in the study were 50 consumers who used cargo shipping services of PT Kamadjaja Logistics Jakarta for the last 3 months (September - December 2018). The data analysis method used is Path Analysis. The results of the study with a real level (α) of 5% indicate that directly brand image and promotion variables have a positive and significant effect on consumer trust, while the price variable has no significant effect on consumer trust. Furthermore, the variable consumer trust has a positive and significant influence on purchasing decisions, otherwise the brand image, price and promotion variables have no significant effect on purchasing decisions. As for indirectly indicate brand image and promotion variables have a positive and significant effect on purchasing decisions through consumer trust but, the variable price influence shows no significant effect on purchasing decisions through consumer trust. Key Word : Brand Image, Price, Promotion, Trust, Consumen Decision
| Item Type: | Thesis (Skripsi) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 08 Dec 2021 08:49 | ||||||||
| Last Modified: | 08 Dec 2021 08:49 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6140 |
Actions (login required)
 |
View Item |
