PENGARUH HARGA, PROMOSI, BRAND AMBASSADOR YANG DIMEDIASI OLEH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA SITUS BELANJA ONLINE SHOPEE

FAUZIAH, IBNATY (2020) PENGARUH HARGA, PROMOSI, BRAND AMBASSADOR YANG DIMEDIASI OLEH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA SITUS BELANJA ONLINE SHOPEE. Masters thesis, Universitas Tarumanagara.

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Abstract

The purpose of this study was to determine whether prices, promotions, and brand ambassadors mediated by brand image have an influence on purchasing decisions on the shopee online shopping site. Determination of the sample using probability. The research data uses secondary data, with questionnaire distribution techniques. The data collected were 200 respondents and processed using Partial Least Square (Smart PLS 3.0). This research was tested using validity test, reliability test, R-square, and hypothesis testing. Keywords : Price, Promotion, Brand Ambassador, Brand Image, Purchase Decision

Item Type: Thesis (Masters)
Additional Information: Pembimbing: Dr. Hetty Karunia Tunjungsari, S.E., M.Si.
Uncontrolled Keywords: Price, Promotion, Brand Ambassador, Brand Image, Purchase Decision
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 21 Dec 2022 08:13
Last Modified: 21 Dec 2022 08:13
URI: http://repository.untar.ac.id/id/eprint/38057

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