PENGARUH BRAND IMAGE, IKLAN, DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN SHOPEE FOOD JAKARTA (Studi Pada Mahasiswa Pengguna Shopee Food di Jakarta)

Vazran Ahlan, . (2023) PENGARUH BRAND IMAGE, IKLAN, DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN SHOPEE FOOD JAKARTA (Studi Pada Mahasiswa Pengguna Shopee Food di Jakarta). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to determine the effect of Brand Image, Advertising, and E-Service Quality on Shopee Food Purchasing Decisions (Study on Shopee food user students in Jakarta). The type of research used is quantitative research using 100 respondents processed using Smart PLS 4.0. The research results show that Brand Image has a positive and significant effect on shopee food purchasing decisions, this is evident through the tcount value of 2.279 and the significance value is 0.015. Advertising has a positive and significant impact on shopee food purchasing decisions, this is evidenced by the tcount value of 8.726 and the significance value is 0.000. E - Service Quality has a positive and significant impact on shopee food purchasing decisions, it is proven by the tcount value of 2.392 and the significance value is 0.021. Brand image, advertising, and E-Service Quality variables have a stimultan effect on Shopee Food purchasing decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1910111248] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Alfatih Sikki Manggabarani] [Penguji 2: Lina Aryani]
Uncontrolled Keywords: Brand Image, Advertising, E - Service Quality, Purchasing Decisions, Shopee Food
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Vazran Ahlan
Date Deposited: 24 Jul 2023 04:57
Last Modified: 23 Sep 2023 07:39
URI: http://repository.upnvj.ac.id/id/eprint/25621

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