PENGARUH MEDIA SOSIAL TIKTOK, KUALITAS LAYANAN, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA PENGGUNA TIKET.COM

Yorlin Monica, . (2024) PENGARUH MEDIA SOSIAL TIKTOK, KUALITAS LAYANAN, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA PENGGUNA TIKET.COM. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative study conducted with the aim of providing deeper insight into the factors that influence purchasing decisions and providing strategic recommendations for companies in improving marketing performance. This research involved 100 respondents who are Tiket.com users in the South Jakarta area. The sample selection was carried out using purposive sampling method. Data processing was carried out using SmartPLS 4.0 by applying SEM-PLS analysis techniques, with a significance level of 0.05. The results obtained from the test show that (1) TikTok Social Media has a significant influence on Purchasing Decisions, (2) Service Quality also has a significant effect on Purchasing Decisions, and (3) Brand Image has a significant influence on Purchasing Decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111030] [Pembimbing; Suharyati] [Penguji 1; Guntur Syahputra Saragih] [Penguji 2; Yuliniar]
Uncontrolled Keywords: TikTok Social Media, Service Quality, Brand Image, and Purchasing Decisions.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: YORLIN MONICA
Date Deposited: 12 Feb 2025 05:34
Last Modified: 12 Feb 2025 05:34
URI: http://repository.upnvj.ac.id/id/eprint/34892

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