Aditya Pasha Muhammad Natawijaya, . (2022) PENGARUH HARGA, KUALITAS LAYANAN, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA TOKOPEDIA DI JAKARTA SELATAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research model is a quantitative research that aims to determine and prove the effect of Price, Service Quality and Brand Image on Purchase Decisions in e-commerce Tokopedia. This study uses respondent of South Jakarta as a sample and the number of samples used is 100 respondents with the Non-Probability Sampling method with purposive type. The data collection technique uses a questionnaire using the Google Form Platform. The test tool used is Partial Least Square (PLS) as a test tool. The test used in this study is the statistical T test, R test and Q test. The results of smart PLS 3.0 test are (1) there is a positive and significant influence of price on purchasing decision with 0.714 original sample score (2) there is a not significant influence of quality service on purchasing decision with 0.714 original sample score 0.400 (3) there is a not significant influence of brand image on purchasing decision with -267 original sample score
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1810111097] [Pembimbing: Maria Assumpta Wikantari] [Penguji 1: Nobelson] [Penguji 2: Jenji Gunaedi Argo] |
| Uncontrolled Keywords: | Purchase Decision, Price, Service Quality, Brand Image |
| Subjects: | L Education > LB Theory and practice of education L Education > LC Special aspects of education > LC5201 Education extension. Adult education. Continuing education |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Aditya Pasha Muhammad Natawijaya |
| Date Deposited: | 01 Aug 2022 06:56 |
| Last Modified: | 01 Aug 2022 06:56 |
| URI: | http://repository.upnvj.ac.id/id/eprint/18810 |
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