PENGARUH MEDIA SOSIAL, CITRA MEREK & KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK EIGER

Rasya Damar Yanti, . (2024) PENGARUH MEDIA SOSIAL, CITRA MEREK & KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK EIGER. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Given the importance of the fashion sector in Indonesia's economy and Eiger's role as one of the leading local brands, this study was conducted to understand how these factors contribute to the purchasing decision of Eiger products Currently Eiger is experiencing a decline in sales in the last year and there has even been instability in sales that Eiger has experienced in the last five years. This study aims to This study aims to identify, analyze, and prove the influence of Social Media, Brand Image & Product Quality on Eiger product purchasing decisions. The population that is the focus of this research is consumers who have the knowledge and interest in buying Eiger products, with a total sample of 103 respondents aged 17 years and over and active in South Jakarta, using the purposive sampling method. This research applies a quantitative approach and utilizes SmartPLS 4.0 software for data processing. The research results show that Social Media has a influence on Eiger product purchasing decisions. Brand image also has a influence on purchasing decisions for Eiger products, and product quality has a influence on purchasing decisions for Eiger products.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111012] [Pembimbing: Alfatih Sikki Manggabarani] [Penguju 1: Prasetyo Hadi] [Penguji 2: Miguna Astuti]
Uncontrolled Keywords: Social Media, Brand Image, Product Quality, Purchasing Decisions, Eiger
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: RASYA DAMAR YANTI
Date Deposited: 12 Feb 2025 13:44
Last Modified: 12 Feb 2025 13:44
URI: http://repository.upnvj.ac.id/id/eprint/34551

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