ARAFAT, ALFATIH ISROFIL (2023) MENINGKATKAN PURCHASE DECISION MELALUI BRAND IMAGE (Studi pada Pengguna Gojek DKI Jakarta). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the role of brand image in mediating purchasing decision factors for Gojek application users in DKI Jakarta. The research method used is quantitative with a descriptive approach. This study collects data based on questionnaires, literature studies and observation. This study's population were DKI Jakarta residents aged 17-35 years and a sample of 90 respondents with convenience sampling. The data analysis method used is Structural Equation Modeling (SEM) with SmartPLS 3 analysis tool. This study has some result results factors have a positive and significant influence on purchasing decisions, while sales promotion has no significant effect on purchasing decisions. Brand image can mediate indirect effect of sales promotion and service quality on purchasing decisions. Keywords: Sales Promotion, Service Quality, Brand Image, Purchase Decision, Mediation.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui peran citra merek dalam memediasi faktor-faktor keputusan pembelian pada pengguna aplikasi gojek di DKI Jakarta. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner, studi kepustakaan serta observasi. Populasi dalam penelitian ini adalah warga DKI Jakarta berusia 17-35 tahun dan sampel sebanyak 90 responden dengan penarikan convenience sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 3. Penelitian ini memiliki hasil sebagian faktor-faktor memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan sales promotion tidak berpengaruh signifikan terhadap keputusan pembelian. Citra merek dapat memediasi pengaruh tidak langsung sales marketing dan service quality terhadap keputusan pembelian. Kata Kunci: Sales Promotion, Kualitas Pelayanan, Citra Merek, Keputusan Pembelian, Mediasi | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HE Transportation and Communications |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Mr ALFATIH ARAFAT | |||||||||
| Date Deposited: | 01 Feb 2023 09:26 | |||||||||
| Last Modified: | 01 Feb 2023 09:26 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/20419 |
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