Anteseden dari buying decision pada sepatu merek lokal

DETAIL KOLEKSI

Anteseden dari buying decision pada sepatu merek lokal

Oleh : Mohammad Ronald Harry Septian

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Diah Astarini

Subyek : Make-or-buy decisions;Purchasing;Consumers' preferences

Kata Kunci : brand image, price, status consumption, word of mouth, buying decision

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2024_SK_SMJ_022002005011_Halaman-Judul.pdf
2.	2024_SK_SMJ_022002005011_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2024_SK_SMJ_022002005011_Surat-Hasil-Similaritas.pdf
4.	2024_SK_SMJ_022002005011_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf
5.	2024_SK_SMJ_022002005011_Lembar-Pengesahan.pdf	4
6.	2024_SK_SMJ_022002005011_Pernyataan-Orisinalitas.pdf	-1
7.	2024_SK_SMJ_022002005011_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2024_SK_SMJ_022002005011_Bab-1.pdf
9.	2024_SK_SMJ_022002005011_Bab-2.pdf
10.	2024_SK_SMJ_022002005011_Bab-3.pdf
11.	2024_SK_SMJ_022002005011_Bab-4.pdf
12.	2024_SK_SMJ_022002005011_Bab-5.pdf
13.	2024_SK_SMJ_022002005011_Daftar-Pustaka.pdf
14.	2024_SK_SMJ_022002005011_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis pengaruh brand image, price, status consumption, dan word of mouth terhadap buying decision. Data diperoleh dengan mendistribusikan kuesioner secara offline sebanyak 100 responden dan online sebanyak 110 responden, dengan total responden yang terkumpul sebanyak 210responden. Teknik analisis data yang digunakan adalah Structural Equation Model dan dengan bantuan software AMOS. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Hasil penelitian menunjukkan bahwa, brand image dan status consumption tidak berpengaruh positif terhadap buying decision, price dan word of mouth berpengaruh positif terhadap buying decision. Penelitian selanjutnya dapatmengembangkan wilayah yang lebih luas lagi tidak hanya di wilayah Jakarta saja dan menambahkan variabel lain yang dapat mempengaruhi variabel brand image dan status consumption seperti variabel risk taking.

T This research aims to analyze the influence of brand image, price, status consumption, and word of mouth on buying decision. Data was obtained by distributing questionnaires offline to 100 respondents and online to 110 respondents, with a total of 210 respondents collected. The data analysis technique used is Structural Equation Model (SEM) with the assistance of AMOS software. The sampling technique used is purposive sampling. The results of the study indicate that brand image and status consumption do not have a positive effect on buying decision, while price and word of mouth have a positive effect on buying decision. Future research can expand the scope beyond the Jakarta area and include other variables that may influence brand image and status consumption variables, such as the variable of risk-taking.