Pengaruh Citra Merek dan Kesadaran Merek terhadap Keputusan Pembelian Produk di Marketplace Tokopedia pada Karyawan yang Bekerja di Jakarta

Margatan, Felicia (2023) Pengaruh Citra Merek dan Kesadaran Merek terhadap Keputusan Pembelian Produk di Marketplace Tokopedia pada Karyawan yang Bekerja di Jakarta. Masters thesis, Universitas Tarumanagara.

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Abstract

This research has a background regarding online shopping trends is already familiar in people of Indonesia these days, with many marketplace that available in the country, tokopedia as one of the pioneers for online shopping marketplace with feature of buy and sell old and new products becoming unicorn where their brand awareness and brand image with good recognition affected the people to shop there. This research data collection was carried out using a questionnaire instrument, which was then analyzed by using the SPSS (Statistical Program for Social Science) method. With research conducted from 428 respondents by convenience sampling in Jakarta with questionnaire, the result was Brand
Awareness and Brand Image is positively and significantly affecting Purchase Decision in tokopedia marketplace. Powered by 44.4% determination mark from data analyzed

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Dr. Drs. Eddy Supriyatna Marizar, M. Hum., M.M
Uncontrolled Keywords:	Keywords: Brand Awareness, Brand Image, Purchase Decision, Marketplace
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	12 Jun 2026 03:42
Last Modified:	12 Jun 2026 03:42
URI:	https://repository.untar.ac.id/id/eprint/49916

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