Aditya Abdullah Permana, . (2024) ANALISIS KEPUTUSAN PEMBELIAN DAN BRAND TRUST PADA PT. PENERBIT ERLANGGA MAHAMARU. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research analyzes purchasing decisions and brand trust at PT Publisher Erlangga Mahamaru in the South Jakarta area. The aim of this research is to test directly or indirectly the influence of promotions, product knowledge and price fairness on purchasing decisions through brand trust. In this study, partial least square analysis was used with a sample of 229 customer respondents from PT Publisher Erlangga Mahamaru in the South Jakarta area. The research results show that promotions, price fairness product knowledge influence purchasing decisions. Promotion and product knowledge influence brand trust, while price fairness has no effect on brand trust. Indirectly, the research results show that promotion and product knowledge through brand trust influence purchasing decisions, while price fairness through brand trust does not influence purchasing decisions.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No.Panggil: 2210121024] [Pembimbing: Prasetyo Hadi] [Penguji 1: Alfatih S Manggabarani] [Penguji 2: Iwan Kresna Setiadi] |
| Uncontrolled Keywords: | Purchase Decisions, Promotions, Product Knowledge, Brand Trust, Price Fairness |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2) |
| Depositing User: | ADITYA ABDULLAH PERMANA |
| Date Deposited: | 12 Aug 2024 06:23 |
| Last Modified: | 02 Oct 2024 03:19 |
| URI: | http://repository.upnvj.ac.id/id/eprint/32601 |
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