PENGARUH BRAND IMAGE, WORD OF MOUTH, DAN ADVERTISEMENT TERHADAP PURCHASE DECISION PADA PENGGUNA SHOPEE DI JAKARTA

Caprio, Evan Darmana (2024) PENGARUH BRAND IMAGE, WORD OF MOUTH, DAN ADVERTISEMENT TERHADAP PURCHASE DECISION PADA PENGGUNA SHOPEE DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

Text Evan Darmana Caprio 115200166 JA.pdf Download (1MB)

Abstract

(A) EVAN DARMANA CAPRIO (115200166)
(B) THE INFLUENCE OF BRAND IMAGE, WORD OF MOUTH, AND
ADVERTISEMENT ON PURCHASE DECISIONS OF SHOPEE USERS IN
JAKARTA
(C) V + 70 Pages, 21 Tables, 5 Pictures, 4 Attachments
(D) Marketing
(E) Abstract: The purpose of this study was to determine whether Brand Image,
Word Of Mouth, and Advertisement on Purchase Decisions of Shopee Users in
Jakarta. The population in this study were Shopee Users. The sample used in this
study was 100 respondents of Shopee users in Jakarta. The sampling technique used
was nonprobability sampling with a purposive sampling method. Data collection in
this study was carried out by distributing questionnaires and the results of the data
in this study were processed using the PLS-SEM data analysis technique with the
help of SmartPls software.
(F) Keywords: Brand Image, Word Of Mouth, Advertisement
(G) Reference list 40 (2018-2023)
(H) Sanny Ekawati, S.E., M.M

(A) EVAN DARMANA CAPRIO (115200166)
(B) PENGARUH BRAND IMAGE, WORD OF MOUTH, DAN
ADVERTISEMENT TERHADAP PURCHASE DECISION PADA
PENGGUNA SHOPEE DI JAKARTA
(C) V + 49 Halaman, 21 Tabel, 5 Gambar, 4 Lampiran
(D) PEMASARAN
(E) Abstrak: Tujuan penelitian ini adalah untuk mengetahui apakah Brand Image,
Word Of Mouth, Dan Advertisement Terhadap Purchase Decision Pada
Pengguna Shopee Di Jakarta. Populasi dalam penelitian ini adalah Pengguna
Shopee. Sampel yang digunakan dalam penelitian ini yaitu 100 responden
pengguna Shopee di Jakarta. Teknik pengambilan sampel yang digunakan yaitu
nonprobability sampling dengan metode pengambilan sampel purposive
sampling. pengumpulan data penelitian ini dilakukan dengan menyebarkan
kuesioner dan hasil data di penelitian ini diolah menggunakan teknik analisis
data PLS-SEM dengan bantuan software SmartPls.
(F) Kata Kunci: Brand Image, Word Of Mouth, Advertisement
(G) Daftar acuan 40 (2018-2023)
(H) Sanny Ekawati, S.E., M.M

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	12 Jun 2025 02:01
Last Modified:	12 Jun 2025 02:01
URI:	https://repotest.untar.ac.id/id/eprint/47110

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