PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK ONLINE DI SHOPEE (STUDI KASUS MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA KAMPUS PALEMBANG)

AFRIAN, MUHAMMAD RIZKY and Widad, Ahmad and Nazaruddin, Akhmad (2020) PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK ONLINE DI SHOPEE (STUDI KASUS MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA KAMPUS PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

This research was conducted to determine the effect of brand images and prices on purchasing decisions of online product in Shopee (Case Study of Faculty of Economics, Sriwijaya University, Palembang Campus). The sample of this research were 135 people who had been doing shopped more than 3 times in Shopee. This research used non-probability sampling, in which all members of the population do not have the same opportunity that was served as the sample. the population in this study were all students of the faculty of economics, Sriwijaya University, Palembang Campus. In conclusion, brand image and price have an influence on purchasing decision variables. This could be seen based on the results of the coefficient of determination and t-test in multiple linear regression. The writer suggested the company should pay attention to the image of the brand and price as well as pay attention to factors other that influence of the decision in purchasing.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	citra merek, harga, keputusan pembelian
Subjects:	H Social Sciences > HF Commerce > HF5548.7-5548.85 Industrial psychology > HF5548.32.A266 Computer science. Economics. Electronic commerce.
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 4927 not found.
Date Deposited:	30 Jan 2020 08:32
Last Modified:	30 Jan 2020 08:32
URI:	http://repository.unsri.ac.id/id/eprint/26263

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