PENGARUH CITRA MEREK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (STUDI PENGGUNA TRAVELOKA DI JAKARTA)

RIZKA AGAS PUTRI, . (2020) PENGARUH CITRA MEREK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (STUDI PENGGUNA TRAVELOKA DI JAKARTA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh secara parsial mengenai citra merek, harga dan promosi terhadap keputusan pembelian konsumen pada pengguna Traveloka di Jakarta. Sumber data menggunakan data primer dengan metode pengumpulan data menggunakan kuesioner. Jumlah sampel dalam penelitian ini sebanyak 200 responden. Teknik pengambilan sampel menggunakan purposive sampling. Metode analisis data dalam penelitian ini adalah analisis regresi linier berganda. Hipotesis yang diajukan pada penelitian ini, yaitu; citra merek berpengaruh terhadap keputusan pembelian, harga berpengaruh terhadap keputusan pembelian, promosi berpengaruh terhadap keputusan pembelian. ************** The aim of this study is to know the partial influence of brand image, price, promotion on consumer purchasing decision to Traveloka users in Jakarta. In order to get the data, the method that is used in collecting the primary data is a questionnaire method with 200 respondents as the samples for this research. This research uses a purposive sampling as the sampling method. Furthermore, multiple linear regression analysis is also used as the data analysis method. The hypothesis which proposed by the writer in this research are: brand image has effects on purchasing decision, price has effects on purchasing decision, promotion has effects on purchasing decision.

Item Type:	Thesis (Sarjana)
Additional Information:	1). M. Edo Suryawan Siregar, S.E., M.B.A. ; 2). Agung Kresnamurti Rivai P., ST, M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 5301 not found.
Date Deposited:	07 Sep 2020 11:17
Last Modified:	07 Sep 2020 11:17
URI:	http://repository.unj.ac.id/id/eprint/9252

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