Dimas Eldi Rosi, 1216051032 (2015) IMPLIKASI NAMA MEREK, PROMOSI PENJUALAN, PERSEPSI KUALITAS, PERSEPSI NILAI DAN CITRA PERUSAHAAN TERHADAP KEPUTUSAN PEMBELIAN ONLINE (Studi pada mahasiswa yang menggunakan Pomade Murray’s di Universitas Lampung). FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui pegaruh Nama Merek, Promosi Penjualan, Persepsi Kualitas, Persepsi Nilai dan Citra Perusahaan terhadap Keputusan Pembelian Online. Analisis statistik inferensial penelitian ini menggunakan uji regresi linier berganda. Hasil dari penelitian ini adalah secara parsial terdapat pengaruh yang signifikan antara Nama Merek dan Promosi Penjualan terhadap Keputusan Pembelian Online, sedangkan Persepsi Kualitas, Persepsi Nilai dan Citra Perusahaan secara parsial tidak berpengaruh signifikan terhadap Keputusan Pembelian Online pada mahasiswa pengguna Pomade Murray’s di Universitas Lampung. Hasil pengujian hipotesis secarasimultan menunjukkan bahwa terdapat pengaruh signifikan antara Implikasi Nama Merek, Promosi Penjualan, Persepsi Kualitas, Persepsi Nilai dan Citra Perusahaan terhadap Keputusan Pembelian Online. Pihak perusahaan harus lebih memahami prilaku konsumen agar lebih meningkatkan kualitas, niat dan citra perusahaan untuk pembelian online. Kata kunci: Nama Merek, Promosi Penjualan, Persepsi Kualitas, Persepsi Nilai, Citra Perusahaan, Keputusan Pembelian Online. ABSTRACT The aim of this study was to determine the effect of Brand Name, Sales Promotion, Perceived Quality, Perceived Value and Corporate Image on Online Purchasing Decision. Inferential statistical analysis of this study using multiple linear regression. The result of this study are partially contained significant influence between Brand Name and Sales Promotion toward Online Purchasing Decisions while Perceived Quality, Perceived Value and Corporate Image partially no significant effect toward Online Purchasing Decision on students who use Pomade Murray's in the University of Lampung. Simultaneous hypothesis testing results show that there was significant influence between Implications of Brand Name, Sales Promotion, Perceived Quality, Perceived Value and Corporate Image toward Online purchasing Decision. The company must better understand consumer behavior in order to further improve the quality, and corporate image to purchase online. Keyword : Brand Name, Sales Promotion , Percieved Quality, Percieved Value, Corporate Image, Online Purchasing Decision.
| Item Type: | Other |
|---|---|
| Subjects: | H Ilmu Sosial = Social Sciences > HB Economic Theory Teknologi (General) > T201 Paten . Merek Dagang Teknologi > Teknologi (General) > T201 Paten . Merek Dagang Teknologi > Teknologi (General) > T201 Paten . Merek Dagang |
| Divisions: | Fakultas ISIP > Prodi Administrasi Bisnis |
| Depositing User: | 8168063 . Digilib |
| Date Deposited: | 29 Dec 2015 04:49 |
| Last Modified: | 29 Dec 2015 04:49 |
| URI: | http://digilib.unila.ac.id/id/eprint/16324 |
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