ANALISIS PENGARUH PERSEPSI HARGA, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (SURVEI PADA PELANGGAN E-COMMERCE TIKET.COM DI D.I. YOGYAKARTA)

Galang Rofiyantama (2021) ANALISIS PENGARUH PERSEPSI HARGA, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (SURVEI PADA PELANGGAN E-COMMERCE TIKET.COM DI D.I. YOGYAKARTA). S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Abstract

This study aims to test how much influence price perception, promotion and
brand image on purchasing decisions at e-commerce Tiket.com in the Special
Region of Yogyakarta. The object of this research is the Tiket.com e-commerce,
while the subject of this research is Tiket.com customers in DIY. The sampling
method used in this study is nonprobability sampling with purposive sampling
method. Respondents in this study were 136 customers of Tiket.com e-commerce in
DIY. This study uses Structural Equation Modeling (SEM) analysis tools run
through the AMOS 22 program.
The results of this study indicate that Price Perception has a significant
effect on Brand Image, Promotion has a significant effect on Brand Image, Brand
Image has a significant effect on Purchasing Decisions, Perception of Prices has a
significant effect on Purchasing Decisions, Promotion has a significant effect on
Purchasing Decisions.

Item Type: Thesis (S1)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen S1
Depositing User: Unnamed user with email robi@umy.ac.id
Date Deposited: 05 Nov 2021 02:34
Last Modified: 05 Nov 2021 02:34
URI: https://etd.umy.ac.id/id/eprint/4148

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