Pengaruh Iklan Media Sosial Facebook (FB) Dan Elemen Ekuitas Merek Terhadap Keputusan Pembelian

Ash Sidiq, Abdul Rohman Fahrudin Sofa and , Ahmad Mardalis, SE.,MBA (2017) Pengaruh Iklan Media Sosial Facebook (FB) Dan Elemen Ekuitas Merek Terhadap Keputusan Pembelian. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This Research aims to identify and empirically examine: The effect of social media advertisment on purchase decision, The effect of brand awareneson purchase decision, The effect of brand associationon purchase decision, The effect of perceived qualityon purchase decision, and The effect of brand loyaltyon purchasedecision. Variables that used in this study were social media advertisment, brand awarenes,brand association,perceived quality, brand loyaltyas independent variables and purchase decisionas adependent variable. The sample of this research was 110 santriwan and santriwati of PPMI Assalaam Surakarta as respondents by random sampling techniques. Methods of data collection by using questionnaires. Data analysis techniques is multiple regression analysis, F tes, t test, and analysis of the coefficient of determination (R2). The partial test result show thatsocial media advertisement, brand association, perceived quality influence consumer purchase decision. While brand awarenessand brand loyalty does not influence purchase decision. Then the F test can be seen that the variables of social media advertisment, brand awareness, brand association, perceived quality, and brand loyaltyis worth to test the dependent variable purchasing decision. Figures Adjusted R Square of 0.438 indicate that 43.8 percent of purchase decisions variation can be explained by five independent variables in the equation regression. While the other 56.2 percent is explained by other variables outside of the five variables used in this study. Keyword: Social Media Advertisement, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, Purchase Decision.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Iklan Media Sosial, Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas, Loyalitas Konsumen, dan Keputusan Pembelian.
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ABDUL ROHMAN FAHRUDIN SOFA A
Date Deposited:	09 Aug 2017 09:05
Last Modified:	09 Aug 2017 09:05
URI:	http://eprints.ums.ac.id/id/eprint/54502

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