Nurfauzan, Deny (2022) PENGARUH PROMOTION, BRAND EQUITY DAN CUSTOMER EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN MELALUI APLIKASI TRAVELOKA EATS ( STUDI KASUS PENGGUNA INSTAGRAM TRAVELOKA EATS). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh promotion, brand equity dan customer experience terhadap keputusan pembelian melalui aplikasi Traveloka eats (studi pada pengguna Instagram Traveloka eats). Penelitian ini menggunakan pendekatan kuantitatif dengan metode korelasional yaitu studi empiris. Untuk populasi dalam penelitian ini di ambil dari pengikut Instagram Traveloka eats sebesar 234.000 ribu dan sampel dari penelitian ini berjumlah 100 responden. Teknik Pengumpulan data menggunakan kuesioner dan di olah menggunakan program SPSS versi 26.0. Hasil dari penelitian ini menunjukan bahwa promotion, brand equtiy dan customer experience berpengaruh signifikan dan positif terhadap keputusan pembelian. Kontribusi pengaruh Promotion sebesar 39,3 % , pengaruh kontribusi Brand equity sebesar 45,1% dan pengaruh kontribusi Customer experience sebesar 45,3%. Hal ini saling berkaitan untuk konsumen mengambil keputusan pembelian makanan melalui aplikasi Traveloka eats. The study aims to determine the effect of promotion, brand equity and customer experience on purchasing decisions through the Traveloka eats application (study on Traveloka eats users). This study uses a quantitave approach with correlational methods, namely empirical studies. For the population in this study 234.000 thousand of Traveloka eats Instagram followers ware taken and the sampel from this study amounted to 100 respondents. Data collection techniques using a questionneri and processed using the SPSS version 26.0 program. The results of this study indicate that promotion, brand equity and customer experience have a signifikan and positive effect on purchasing decisions. The contribution of Promotion influence is 39.3%, the influence of Brand equity contribution is 45.1% and the influence of Customer experience is 45.3%. This is interrelated for consumers to make food purchasing decisions through the Traveloka eats application.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | DENY NURFAUZAN | ||||||||
| Date Deposited: | 27 Sep 2022 07:04 | ||||||||
| Last Modified: | 27 Sep 2022 07:04 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8495 |
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