Rachman, Nabilah Atika (2024) Pengaruh Kualitas Layanan, Kesadaran Merek, Dan Citra Merek Terhadap Keputusan Pembelian Pada Generasi Milenial Surabaya Di Tokopedia. Masters thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
The purpose of this research is to analyze the influence quality on brand awareness, the influence of service quality on brand image, the influence of service quality on purchasing decisions, the influence of brand awareness on purchasing decision, and the influence of brand image oh purchasing decisions at Tokopedia. The respondents in this study are Tokopedia customers who are part of the millenial generation in Surabaya. In this research, the millenial generation refers to respondents born between 1990 and 1995. The sampling technique used in this study is non-probability sampling with a type of judgement sampling. The data analysis technique used is PLS-SEM (Patrial Least Square Structural Equation Modeling). The results successfully prove that service quality has a significant positive influence on brand awareness, brand image, and purchasing decisions at Tokopedia. Additionally, brand awareness and brand image also have a significant positive influence on purchasing decisions. The implications of this research are to develop strategies that Tokopedia can use in the future, especially in improving service quality, building a good brand image and brand awareness, so that it can improve customer purchasing decision.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.562 - QUALITY CONTROL 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 659 - ADVERTISING & PUBLIC RELATIONS |
| Divisions: | Magister of Management |
| Depositing User: | Magang Magang |
| Date Deposited: | 08 Aug 2024 06:03 |
| Last Modified: | 08 Aug 2024 06:03 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12751 |
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