Pengaruh kepercayaan, citra merek, dan harga Terhadap keputusan pembelian konsumen pengguna Aplikasi tokopedia

Dina, Jihan Farah and , Dr. Edy Purwo Saputro, S.E,. M.Si (2023) Pengaruh kepercayaan, citra merek, dan harga Terhadap keputusan pembelian konsumen pengguna Aplikasi tokopedia. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of trust, brand image, and price on consumer purchasing decisions of users of the Tokopedia application. This research is a type of associative research. The method used in this research is quantitative method. The population and sample in this study were students of Economics and Business at the Muhammadiyah University of Surakarta who had met the requirements and the number of respondents as samples in this study were 100 people. Sources of data used in this study is primary data. The measurement scale used in this study is 5 Likert scale. Data analysis using SPSS version 25.The results of the analysis in this study indicate that trust has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions while price has a negative and significant effect on purchasing decisions.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Trust, Brand Image, Price, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	JIHAN FARAH DINA
Date Deposited:	19 Jan 2023 07:50
Last Modified:	19 Jan 2023 07:50
URI:	http://eprints.ums.ac.id/id/eprint/107290

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