Pengaruh price, e- service quality, brand image terhadap keputusan pembelian online produk Scarlett di Kota Yogyakarta

Nandra Tiara, Ika (2024) Pengaruh price, e- service quality, brand image terhadap keputusan pembelian online produk Scarlett di Kota Yogyakarta. S1 thesis, Universitas Ahmad Dahlan.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh price, e-service quality, brand image terhadap keputusan pembelian online produk Scarlett di Kota Yogyakarta. Untuk mengambil sampel dalam penelitian ini menggunakan teknik sampel dengen kriteria, jumlah sampel dalam penelitian ini adalah 137 responden. Metode pengumpulan data menggunakan kuesioner. Alat analisis data menggunakan software SmartPLS 3. Jenis data yang digunakan yaitu data kuantitatif. Hasil penelitian ini menunjukkan bahwa price (X1) berpengaruh positif terhadap keputusan pembelian online (Y), e-service quality (X2) berpengaruh positif terhadap keputusan pembelian online (Y), brand image (X3) berpengaruh positif terhadap keputusan pembelian online (Y).

Item Type: Thesis (S1)
Keyword: price. e-service quality, brand image, keputusan pembelian online.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisi / Prodi: Faculty of Economics (Fakultas Ekonomi) > S1-Management (S1 Manajemen)
Depositing User: userperpus2 userperpus2
Date Deposited: 21 Jan 2025 04:29
Last Modified: 21 Jan 2025 04:29
URI: http://eprints.uad.ac.id/id/eprint/78556

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