MAYORI PUTRI, CINDY (2019) PENGARUH BRAND IMAGE (CITRA MEREK) TERHADAP KEPUTUSAN PEMBELIAN PRODUK (Studi Kasus pada E-Commerce Erigo Store). Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
This research is based on the development of e-commerce in Indonesia which is increasing, so that a business organization needs to create a brand image (brand image) to be able to survive and compete with competitors. Researchers use Erigo Store E-commerce as an object of research. The purpose of this study was to determine the effect of brand image on purchasing decisions of Erigo Store clothing products both simultaneously (together) and partially. The research method used in this study is to use a type of quantitative research or use numbers and statistical processing, with a sample of 100 people using purposive sampling techniques with unknown populations where the results were obtained using the Unknown Population formula. The data analysis technique used in this study is multiple linear regression analysis. The results showed that in determining the product purchasing decision on E-commerce Erigo Store was influenced by Brand Image which consisted of the advantages of brand associations, the strength of brand associations and the uniqueness of brand associations. Based on the hypothesis test that is f test and t test, the results obtained that simultaneously or together brand association advantages, the strength of brand associations and the uniqueness of brand associations have a significant influence on Erigo Store product purchasing decisions. Partially, the superiority of brand associations does not significantly influence the purchasing decisions of Erigo products because according to Erigo Store consumers themselves the prices offered are not affordable, while the strength of brand associations and the uniqueness of brand associations have a significant influence on Erigo Store product purchasing decisions. Keywords: Brand Image, Product Purchase Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | J Political Science > JA Political science (General) > JA51 Public management | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Mujari Mujari | ||||||||
| Date Deposited: | 07 Mar 2022 02:41 | ||||||||
| Last Modified: | 07 Mar 2022 02:41 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/5331 |
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