PENGARUH DAYA TARIK IKLAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DI TOKOPEDIA.COM

MEIDIANSYAH, MUHAMMAD TRY and Eka, Dian and Nailis, Welly (2020) PENGARUH DAYA TARIK IKLAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DI TOKOPEDIA.COM. Undergraduate thesis, Sriwijaya University.

	Text RAMA_61201_01011381520105.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (934kB) | Request a copy
	Text RAMA_61201_01011381520105_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (5MB) | Request a copy
Preview	Text RAMA_61201_01011381520105_000606102_0010077404_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (931kB) | Preview
	Text RAMA_61201_01011381520105_000606102_0010077404_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (235kB) | Request a copy
	Text RAMA_61201_01011381520105_000606102_0010077404_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (206kB) | Request a copy
	Text RAMA_61201_01011381520105_000606102_0010077404_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (324kB) | Request a copy
	Text RAMA_61201_01011381520105_000606102_0010077404_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (124kB) | Request a copy
	Text RAMA_61201_01011381520105_000606102_0010077404_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (61kB) | Request a copy
	Text RAMA_61201_01011381520105_000606102_0010077404_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (270kB) | Request a copy

Abstract

This study aims to determine the Effect of Attractiveness of Advertising and Brand Image on Purchasing Decisions at Tokopedia.com. The research method used a quantitative approach as the primary data. In analyzing the data, this study used semantic differential scale. The population in this study were consumers who have seen Tokopedia.com advertising on television, YouTube, or other advertising media providers and consumers who have shopped at Tokopedia.com in Palembang. About 100 respondents were used as respondents. The sampling technique in this study used the Non-probability Sampling technique. The method used in this research was purposive sampling method. The research instrument test used validity test and reliability test. Data analysis techniques used in this study were the F Test, T Test and Multiple Linear Regression Analysis. The results showed that the Attractiveness of Advertising Variable had a significant influence on Consumer Purchasing Decisions to shop at Tokopedia.com. Brand Image’s Variable did not significantly influence on Consumer Purchasing Decisions to shop at Tokopedia.com.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Daya Tarik Iklan, Citra Merek, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 8158 not found.
Date Deposited:	24 Sep 2020 03:30
Last Modified:	24 Sep 2020 03:30
URI:	http://repository.unsri.ac.id/id/eprint/35540

Actions (login required)

View Item