Siek, Vanesa (2023) PENGARUH PERCEIVED EASE OF USE, BRAND IMAGE, DAN CONTENT MARKETING TERHADAP PURCHASE DECISION PELANGGAN LAZADA DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) VANESA SIEK (115200096) (B) THE EFFECT OF PERCEIVED EASE OF USE, BRAND IMAGE, AND CONTENT MARKETING ON PURCHASE DECISION OF LAZADA CUSTOMERS IN JAKARTA (C) XVII + 108 Pages + 30 Tables + 4 Pictures + 19 Attachments (D) MARKETING MANAGEMENT (E) Abstract: This study aims to determine the effect of perceived ease of use, brand image and content marketing on purchase decision of Lazada customers in Jakarta. This research used a purposive sampling method with 255 respondents via an online questionnaire in the form of a google form. The data obtained were analyzed using the PLS-SEM method and using SmartPLS 4.0 software. The results of this study show that perceived ease of use has a positive and significant effect on purchase decisions, brand image has a positive and significant effect on purchase decisions and content marketing has a positive and significant effect on purchase decisions. (F) Keywords: Perceived Ease of Use, Brand Image, Content Marketing, Purchase Decision (G) Reference list: 69 (1991-2023) (H) M. Tony Nawawi Drs., M.M. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) VANESA SIEK (115200096) (B) PENGARUH PERCEIVED EASE OF USE, BRAND IMAGE DAN CONTENT MARKETING TERHADAP PURCHASE DECISION PELANGGAN LAZADA DI JAKARTA (C) XVII + 108 Halaman + 30 Tabel + 4 Gambar + 19 Lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh perceived ease of use, brand image dan content marketing terhadap purchase decision pelanggan Lazada di Jakarta. Penelitian ini menggunakan metode purposive sampling dengan responden sebanyak 255 responden melalui kuesioner online berupa google form. Data yang diperoleh dianalisis dengan metode PLS-SEM dan menggunakan software SmartPLS 4.0. Hasil dari penelitian ini menunjukkan bahwa perceived ease of use berpengaruh positif dan signifikan terhadap purchase decision, brand image berpengaruh positif dan signifikan terhadap purchase decision dan content marketing berpengaruh positif dan signifikan terhadap purchase decision. (F) Kata Kunci: Perceived Ease of Use, Brand Image, Content Marketing, Purchase Decision (G) Daftar Pustaka: 69 (1991-2023) (H) M. Tony Nawawi Drs., 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: | 10 Sep 2024 01:35 |
| Last Modified: | 10 Sep 2024 01:35 |
| URI: | http://repository.untar.ac.id/id/eprint/44365 |
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