PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MARKETPLACE TOKOPEDIA (Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Islam UIN Raden Mas Said Surakarta Angkatan Tahun 2018-2021)

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PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MARKETPLACE TOKOPEDIA (Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Islam UIN Raden Mas Said Surakarta Angkatan Tahun 2018-2021)

Muhtari Woro Isrining - Nama Orang; Purwono - Nama Orang;

ABSTRACT

This research aims to find out The Effect of Brand Image, Price, and Quality
of Service on Tokopedia Marketplace Consumer Purchase Decisions (Case Study
on Students of the Faculty of Islamic Economics and Business UIN Raden Mas Said
Surakarta Force 2018-2021). The study was conducted in the city of Sukoharjo. The
study used a non probability sampling technique with a sample of 120 respondents.
This research method is to use quantitative research methods with the help
of SPSS 25.0 software as a data calculation tool that has been obtained. This study
used 4 variables. The independent variables are brand image, price, and quality of
service, while dependent variables are purchasing decisions.
The results of this study showed the conclusion that simultaneously the
brand image, price, and quality of service affect purchase decisions with a
calculated F value (45,910) greater than the F table (2,68). Based on a partial
analysis of brand image variables, price, and quality of service significantly affect
purchase decisions, through test results t obtained for brand image variables with
t count (6,220) larger than t table (1,980) as well as significance values of 0,000
smaller than 0,05, price variables with t count (7,643) larger than t table (1,980)
and significance values of 0,000 smaller than 0,05, and service quality variables
with t calculations(2,891) greater than t tables (1,980) and significance values of
0,005 are smaller than 0,05. Further research is expected to add other free
variables that are limitations of this study.
Keywords: brand image, price, quality of service, purchasing decisions

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Informasi Detail

Judul Seri: -
No. Panggil: 2X6.3 MUH p 22
Penerbit: SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2022
Deskripsi Fisik: 21 cm, 148 halaman
Bahasa: Indonesia
ISBN/ISSN: -
Klasifikasi: 2X6.3
Tipe Isi: -
Tipe Media: -
Tipe Pembawa: -
Edisi: -
Subjek: Manajemen Bisnis Syariah
Info Detail Spesifik: -
Pernyataan Tanggungjawab: Muhtari Woro Isrining

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BAB I_185211196

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