Analisis Advertising, Brand Image, E-Word Mouth dan E-ServQual Terhadap Keputusan Pembelian pada Shopee di Tangerang = Analysis of advertising, brand image, e-word mouth and e-servqual on buying decisionsto shopee in Tangerang

Dewi, Thania Prameswari (2021) Analisis Advertising, Brand Image, E-Word Mouth dan E-ServQual Terhadap Keputusan Pembelian pada Shopee di Tangerang = Analysis of advertising, brand image, e-word mouth and e-servqual on buying decisionsto shopee in Tangerang. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (384kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (735kB) | Preview
Preview	Text (Chapter 1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (997kB) | Preview
	Text (Chapter 2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter 3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter 4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter 5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (562kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)

Abstract

This study aims to examine and analyze the effect of Advertising on Buying Decisions on Shopee customers in Tangerang, To test and analyze the effect of Brand Image on Buying Decisions on Shopee customers in Tangerang, To examine and analyze the effect of E-Word Mouth on Buying Decisions on Shopee customers in Tangerang, and To test and analyze the effect of E-ServQual on Buying Decisions at Shopee customers in Tangerang. The sampling technique in this study was obtained from the study population using purposive sampling method. In this study, the sample was 300 Shopee customer respondents in Tangerang. The conclusion in this study is that advertising has an influence at buying decisions, brand image has an influence at buying decisions, e-word mouth has an influence at buying decisions, and e-service quality has an influence at buying decisions. / Penelitian ini bertujuan Untuk menguji dan menganalisis pengaruh Advertising terhadap Keputusan Pembelian pada konsumen Shopee di Tangerang, Untuk menguji dan menganalisis pengaruh Brand Image terhadap Keputusan Pembelian pada pada konsumen Shopee di Tangerang, Untuk menguji dan menganalisis pengaruh E-word mouth terhadap Keputusan Pembelian pada konsumen Shopee di Tangerang, dan Untuk menguji dan menganalisis pengaruh E-ServQual terhadap Keputusan Pembelian pada konsumen Shopee di Tangerang. Teknik pengambilan sampel dalam penelitian ini diperoleh dari populasi penelitian dengan menggunakan metode purposive sampling. Pada penelitian ini sampelnya adalah 300 responden konsumen Shopee di Tangerang. Kesimpulan pada penelitian ini adalah iklan memiliki pengaruh terhadap keputusan pembelian, brand image memiliki pengaruh terhadap keputusan pembelian, e-word mouth memiliki pengaruh terhadap keputusan pembelian, dan e-servqual memiliki pengaruh terhadap keputusan pembelian.

Actions (login required)

View Item