Reni Ernawati, . (2021) ANALISIS PENGARUH PROMOSI, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA SITUS E-COMMERCE ZALORA DI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research is using quantitative study that aims to determine the effect of promotion, price, and brand image on purchasing decisions on the Zalora e-commerce site in Jakarta. The population in this study are Zalora users in Jakarta with a sample of 75 respondents using the non-probability sampling method with purposive sampling technique. Hypothesis testing in this study uses Partial Least Square (PLS) analysis tool and a significance level of 5%. The results of this study are (1) the promotion variable has a significant effect on purchasing decisions with a contribution value of 0.259 and a significant value of 0.024, (2) the price variable has no significant effect on purchasing decisions with a contribution value of -0.009 and a significant value of 0.912, (3) variable brand image has a significant effect on purchasing decisions with a contribution value of 0.689 and a significant value of 0.000. So purchasing decisions are influenced by the variables of promotion, price, and brand image by 78.6%.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | No, Panggil : 1710111005 Pembimbing : Anastasia Bernadin Dwi Penguji 1 : Yuliniar Penguji 2 : Heni Nastiti |
| Uncontrolled Keywords: | Promotion, Price, Brand Image, Purchase Decision |
| 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: | Reni Ernawati |
| Date Deposited: | 24 May 2022 04:00 |
| Last Modified: | 24 May 2022 04:00 |
| URI: | http://repository.upnvj.ac.id/id/eprint/13400 |
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