MELA AGRESITA, ARTA (2023) Pengaruh Kepercayaan Merek Dalam Meningkatkan Keputusan Pembelian. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the role of brand trust in mediating purchase decision factors in Bukalapak marketplace users in Serang City. The research method used is quantitative with a descriptive approach. This study conducted data collection based on questionnaires amd literature studies. The population in this study was residents of Serang City aged 20-35 years and a sample of 180 respondents with convenience sampling. The data analysis method used is Structural Equation Modeling (SEM) with SmartPLS 3.3.3 analysis tool. The results of this study show that: (1) Online Customer Reviews have no significant effect on Purchase Decisions. (2) Free Shipping Promo has a positive and significant effect on Purchase Decisions. (3) Online Customer Reviews have a positive and significant effect on Brand Trust. (4) Free Shipping Promo has a positive and significant effect on Brand Trust. (5) Brand Trust has a positive and significant effect on Purchasing Decisions. (6) Brand Trust is able to mediate the influence of Online Customer Reviews on Purchase Decisions. (7) Brand Trust is able to mediate the effect of Free Shipping Promo on Purchase Decisions
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui peran kepercayaan merek dalam memediasi faktor-faktor keputusan pembelian pada pengguna marketplace bukalapak di kota serang. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner, dan studi kepustakaan. Populasi dalam penelitian ini adalah warga Kota Serang berusia 20-35 tahun dan sampel sebanyak 180 responden dengan penarikan convenience sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 3.3.3. Hasil penelitian ini menunjukkan bahwa: (1) Ulasan Pelanggan Online tidak berpengaruh signifikan terhadap Keputusan Pembelian. (2) Promo Gratis Ongkos Kirim berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (3) Ulasan Pelanggan Online berpengaruh positif dan signifikan terhadap Kepercayaan Merek. (4) Promo Gratis Ongkos Kirim berpengaruh positif dan signifikan terhadap Kepercayaan Merek. (5) Kepercayaan Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (6) Kepercayaan Merek mampu memediasi pengaruh Ulasan Pelanggan Online terhadap Keputusan Pembelian. (7) Kepercayaan Merek mampu memediasi pengaruh Promo Gratis Ongkos Kirim terhadap Keputusan Pembelian. | |||||||||
| Uncontrolled Keywords: | Online Customer Review, Free Shipping Promo, Brand Trust, Purchase Decision Ulasan Pelanggan Online, Promo Gratis Ongkos Kirim, Kepercayaan Merek dan Keputusan Pembelian | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Ms Arta Mela Agresita | |||||||||
| Date Deposited: | 01 Feb 2024 15:46 | |||||||||
| Last Modified: | 12 Feb 2024 11:14 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/32595 |
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