NOVITASARI, PUTRI (2024) PERAN CITRA MEREK DAN EMOSI POSITIF DALAM MEMEDIASI HUBUNGAN ANTARA KUALITAS PRODUK DENGAN KEPUTUSAN PEMBELIAN (Studi pada Pelanggan MINISO di Kota Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to investigate the role of brand image and positive emotions in mediating the relationship between product quality and purchasing decisions. The research method used is quantitative, analyzed using SEM-PLS. The population of this study is consumers who have purchased Miniso products in Tangerang City, with a sample size of 112 respondents. The study's findings conclude that product quality does not have a significant influence on purchasing decisions. Brand image can mediate the indirect effect of product quality on purchasing decisions, but it is not significant. Positive emotions can also mediate the indirect effect of product quality on purchasing decisions, but it is not significant.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan mengetahui peran citra merek dan emosi positif dalam memediasi hubungan antara kualitas produk dengan keputusan pembelian. Metode penelitian menggunakan jenis kuantitatif yang dianalisa menggunakan model SEM-PLS. Populasi penelitian ini adalah konsumen yang pernah membeli produk Miniso di Kota Tangerang dengan jumlah sampel 112 responden. Hasil penelitian menyimpulkan kualitas produk tidak berpengaruh signifikan terhadap keputusan pembelian. Citra merek dapat memediasi pengaruh tidak langsung kualitas produk terhadap keputusan pembelian secara tidak signifikan dan emosi positif dapat memediasi pengaruh tidak langsung kualitas produk terhadap keputusan pembelian secara tidak signifikan. | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
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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: | Putri Novitasari | |||||||||
| Date Deposited: | 05 Aug 2024 10:05 | |||||||||
| Last Modified: | 05 Aug 2024 10:05 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/40107 |
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