ANALISIS VARIABEL-VARIABEL YANG MEMENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN DI PAMERAN SEPATU JAKARTA SNEAKERS DAY

MOHAMMAD RIZKI FAJAR, . (2023) ANALISIS VARIABEL-VARIABEL YANG MEMENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN DI PAMERAN SEPATU JAKARTA SNEAKERS DAY. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan penulisan penelitian ini ialah untuk menguji pengaruh: 1) digital marketing terhadap purchase decision, 2) viral marketing terhadap purchase decision, 3) brand prestige terhadap purchase decision, 4) brand loyalty terhadap purchase decision 5) lifestyle terhadap purchase decision Metode pengumpulan data menggunakan survei dengan instrumen berupa kuesioner yang disebarkan secara online. Objek penelitian ini adalah responden pengunjung dan pembeli local brand sneakers di Pameran Sepatu Jakarta Sneakers Day. serta responden merupakan warga Jabodetabek. Terdapat 227 responden yang dianalisis menggunakan SPSS versi 25 dan SEM (Structural Equation Model) dari software AMOS versi 25 untuk mengelola data dan menganalisis data hasil penelitian. Hasil penelitian ini berdasarkan hipotesisnya menunjukkan bahwa empat hipotesis diterima dan berpengaruh dan satu hipotesis ditolak dan tidak berpengaruh. *** The purpose of writing this research is to examine the effect: 1) digital marketing on purchase decision, 2) viral marketing on purchase decision, 3) brand prestige on purchase decision, 4) brand loyalty on purchase decision 5) lifestyle on purchase decision. The data collection method uses survey with an instrument in the form of a questionnaire distributed online. The object of this research is the visitor respondents and buyers of local brand sneakers at the Jakarta Sneakers Day Shoe Exhibition. and the respondents are Jabodetabek residents. There were 227 respondents who were analyzed using SPSS version 25 and SEM (Structural Equation Model) from AMOS version 25 software to manage data and analyze research data. The results of this study based on the hypothesis show that four hypotheses are accepted and have an effect and one hypothesis is rejected and has no effect.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D ; 2). Ika Febrilia, SE, M.M.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Users 17974 not found.
Date Deposited:	14 Mar 2023 02:27
Last Modified:	14 Mar 2023 02:27
URI:	http://repository.unj.ac.id/id/eprint/38440

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