| dc.contributor.advisor | SUSANTO, SUSANTO | |
| dc.contributor.author | ARSANA, GILANG | |
| dc.date.accessioned | 2019-03-21T02:52:43Z | |
| dc.date.available | 2019-03-21T02:52:43Z | |
| dc.date.issued | 2019-01-24 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/25794 | |
| dc.description | Tujuan dari penilitian adalah untuk mengetahui pengaruh iklan, persepsi
produk, persepsi harga, kepercayaan merek terhadap keputusan pembelian clothing
“ouval research” secara online melalui media sosial Instagram. Subjek dalam
penelitian ini adalah konsumen yang pernah berbelanja 3 bulan terakhir di
Instagram. Dalam penelitian sampel berjumlah 120 responden yang dipilih dengan
menggunakan metode Nonprobability Sampling dan teknik purposive sampling.
Alat analisis yang digunakan adalah regresi linear berganda dengan menggunakan
program SPSS
Berdasarkan analisis yang telah dilakukan diperoleh hasil bahwa Iklan,
Persepsi Produk, Persepsi Harga dan Kepercayaan Merek secara simultan
berpengaruh positif dan signifikan terhadap keputusan pembelian. Iklan
berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Persepsi Produk
berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Persepsi Harga
berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kepercayaan
Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian. | en_US |
| dc.description.abstract | The purpose of this study was to the effect of advertising, product
perception, price perception, brand trust on "ouval research" purchase clothing
decisions online through social media instagram. The subjects in this study were
consumers who had shopped at instagram in last e months. In this study a sample
of 120 respondents were selected using the Nonprobability Sampling method and
Purposive Sampling technique. The analytical tool used is multiple linear
regression using the SPSS.
Based on the analysis that has been done, the results show that the
advertising, product perception, price perception, brand trust has a significant
effect on purchasing decisions, advertising has a significant effect on purchasing
decisions, product perception has a significant effect on purchasing decisions, price
perception has a significant effect on purchasing decisions, brand trust has a
significant effect on purchasing decisions | en_US |
| dc.publisher | FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | advertising, product perception , price perception, brand trust, Purchasing Decision | en_US |
| dc.title | PENGARUH IKLAN, PERSEPSI PRODUK, PERSEPSI HARGA, KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN CLOTHING “OUVAL RESEARCH” SECARA ONLINE MELALUI MEDIA SOSIAL INSTAGRAM | en_US |
| dc.type | Thesis
SKR
FEB
077 | en_US |
