Yuri Putri, Chalilia (2024) MENINGKATKAN PURCHASE DECISION MELALUI BRAND IMAGE (Studi Kasus pada Konsumen Telkomsel PraBayar di Kota Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the role of brand image in mediating purchase decision factors in Telkomsel prepaid consumers in the Tangerang city. The research method used is quantitative with a descriptive approach. This study collected data based on questionnaires, and literature studies. The population in this study is the people of Tangerang city aged 17-64 years and a sample of 152 respondents was taken with accidental sampling and purposive sampling. The data analysis method used is structural equation modeling (SEM) with the SmartPLS 4 statistical analysis tool. The results of this study show that (1) Social Media Marketing has a significant effect on Purchase Decision. (2) Social Media Marketing has a significant effect on Brand Image. (3) Brand Image has a significant effect on Purchase decisions. (4) Product Quality has no effect on the Purchase Decision. (5) Product Quality moderates the negative direction of the relationship between Social Media Marketing and Purchase Decision. (6) Brand Image mediates the relationship between Social Media Marketing and Purchase Decision.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui peran brand image dalam memediasi faktor keputusan pembelian pada konsumen prabayar Telkomsel di Kota Tangerang. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini mengumpulkan data berdasarkan kuesioner, dan studi pustaka. Populasi dalam penelitian ini adalah masyarakat Kota Tangerang berusia 17-64 tahun dan sampel 152 responden diambil dengan accidental sampling dan purposive sampling. Metode analisis data yang digunakan adalah structural equation modeling (SEM) dengan alat analisis statistik SmartPLS 4. Hasil penelitian ini menunjukkan bahwa (1) Social Media Marketing memiliki pengaruh yang signifikan terhadap Keputusan Pembelian. (2) Pemasaran Media Sosial memiliki pengaruh yang signifikan terhadap Citra Merek. (3) Citra Merek memiliki efek signifikan pada keputusan Pembelian. (4) Kualitas Produk tidak berpengaruh pada Keputusan Pembelian. (5) Kualitas Produk memoderasi arah negatif dari hubungan antara Pemasaran Media Sosial dan Keputusan Pembelian. (6) Brand Image memediasi hubungan antara Social Media Marketing dan Purchase Decision. | |||||||||
| Uncontrolled Keywords: | Social Media Marketing, Brand Image, Product Quality, and Purchase Decision. Pemasaran Media Sosial, Citra Merek, Kualitas Produk, dan Keputusan Pembelian | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen 05-Fakultas Ekonomi dan Bisnis |
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| Depositing User: | Chalilia Yuri Putri | |||||||||
| Date Deposited: | 04 Jan 2025 11:43 | |||||||||
| Last Modified: | 04 Jan 2025 11:43 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/44596 |
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