PENGARUH PROMOSI, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI BRAND IMAGE PADA PT EMBOSSINDO UTAMA

Muhammad Ridho, . (2025) PENGARUH PROMOSI, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI BRAND IMAGE PADA PT EMBOSSINDO UTAMA. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

[img] Text
ABSTRAK.pdf
Download (198kB)
[img] Text
AWAL.pdf
Download (1MB)
[img] Text
BAB I.pdf
Restricted to Repository UPNVJ Only
Download (291kB)
[img] Text
BAB II.pdf
Restricted to Repository UPNVJ Only
Download (540kB)
[img] Text
BAB III.pdf
Restricted to Repository UPNVJ Only
Download (416kB)
[img] Text
BAB IV.pdf
Restricted to Repository UPNVJ Only
Download (700kB)
[img] Text
BAB V.pdf
Download (176kB)
[img] Text
DAFTAR PUSTAKA.pdf
Download (248kB)
[img] Text
RIWAYAT HIDUP.pdf
Restricted to Repository UPNVJ Only
Download (159kB)
[img] Text
LAMPIRAN.pdf
Restricted to Repository UPNVJ Only
Download (383kB)
[img] Text
HASIL PLAGIARISME.pdf
Restricted to Repository staff only
Download (17MB)
[img] Text
ARTIKEL KI.pdf
Restricted to Repository staff only
Download (618kB)

Abstract

This study aims to analyze the influence of promotion, price, and service quality on purchase decisions, with brand image as a mediating variable—a case study at PT Embossindo Utama. The research is motivated by current marketing phenomena, where consumers are increasingly sensitive to price, service, and brand image in making purchasing decisions, especially in the printing and paper industry. This study uses a quantitative approach through a survey method, distributing questionnaires to 290 active customers of PT Embossindo Utama. Data were analyzed using Structural Equation Modeling (SEM) with Partial Least Square (SmartPLS) technique. The results show that promotion, price, and service quality significantly affect purchase decisions, both directly and indirectly through brand image. Service quality has the most dominant influence, while brand image significantly mediates the effect of all three independent variables on purchasing decisions. These findings highlight the importance of an integrated marketing strategy with a strong focus on building a positive brand image. This research is expected to serve as a managerial reference in formulating more effective marketing strategies and contribute to the development of consumer behavior and brand management theory. .

Item Type: Thesis (Tesis)
Additional Information: [No. Panggil : 2310121021] [Pebimbing : Diana Triwardhani] [Penguji 1 : Prasetyo Hadi] [Penguji 2 : Maria Assumpta Wikantari]
Uncontrolled Keywords: promotion, price, service quality, brand image, purchase decision
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User: MUHAMMAD RIDHO
Date Deposited: 22 Aug 2025 02:23
Last Modified: 22 Aug 2025 02:23
URI: http://repository.upnvj.ac.id/id/eprint/38039

Actions (login required)

View Item View Item