Adeliana, Anisa Desti (2024) Pengaruh Service Quality,Citra Merek,Dan Brand Ambassador Terhadap Keputusan Pembelian. Other thesis, STIE BANK BPD JATENG.
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Abstract
In the current era of globalization, the use of information technology has become a major influence in people's daily lives. With the advent of various online buying and selling platforms, also known as e-commerce, entrepreneurs are trying their best to attract their customers. One component that is very important for the success of a business is the quality of service. The quality of new services, especially web-based services, is an important step. In addition, the high quality of e-service and good brand reputation influence the components of high purchasing decisions. Due to the large number of competitors, the number of visitors is increasing and decreasing, according to Tokopedia data. The purpose of this study is to determine Service Quality, Brand Image, and Brand Amabassador as independent variables that influence purchasing decisions. This research was conducted on students in Semarang City as many as 100 students. The data processed is primary data with special criteria. The data analysis models used are Validity Test, Classical Assumption Test, Reliability Test, and Multiple Linear Test with the data processing program SPSS'25. The results showed that Service Quality had an insignificant effect on Purchasing Decisions, while Brand Image, and Brand Ambassadors had a significant influence on purchasing decisions. Keywords: Service Quality, Brand Image, Brand Ambassador, and Purchase Deci
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | Di era globalisasi saat ini pemanfaatan teknologi informasi sudah menjadi pengaruh besar dalam kehidupan masyarakat sehari-hari. Dengan munculnya berbagai platform situs jual beli online, juga dikenal sebagai e-commerce, para pengusaha berusaha memberikan yang terbaik untuk menarik pelanggan mereka. Salah satu komponen yang sangat penting untuk keberhasilan suatu bisnis adalah kualitas pelayanan. Kualitas layanan baru, terutama layanan berbasis web, adalah langkah penting. Selain itu, kualitas e-service yang tinggi dan reputasi merek yang baik memengaruhi komponen keputusan pembelian yang tinggi. Karena banyaknya pesaing, jumlah pengunjung meningkat dan menurun, menurut data Tokopedia. Tujuan dari penelitian ini adalah untuk mengetahui Service Quality, Citra Merek, dan Brand Amabassador sebagai variabel independen yang mempengaruhi keputusan pembelian. Penelitian ini dilakukan pada mahasiswa di Kota Semarang sebanyak 100 mahasiswa. Data yang diolah yakni data primer dengan kriteria- kriteria khusus. Model analisa data yang dipakai yaitu Uji Validitas, Uji Asumsi Klasik, Uji Reliabilitas, serta Uji Linier Berganda dengan program pengolah datanya SPSS’25. Hasil penelitian memperlihatkan bahwa Service Quality berpengaruh tidak signifikan terhadap Keputusan Pembelian ,sedangkan Citra Merek, dan Brand Ambassador berpengaruh sigfnifikan atas keputusan pembelian. |
| Uncontrolled Keywords: | Keywords: Service Quality, Brand Image, Brand Ambassador, and Purchase Deci |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HF Commerce |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 01 Apr 2024 02:26 |
| Last Modified: | 01 Apr 2024 02:26 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/2013 |
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