PENGARUH PERSEPSI HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN HOME FURNISHING DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI DI AREA SOLO

Romadhon, Damar Mafatir (2024) PENGARUH PERSEPSI HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN HOME FURNISHING DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI DI AREA SOLO. Tesis (S2) - thesis, UNIVERSITAS BAKRIE.

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Abstract

This research is motivated by Indonesia's economic recovery post-COVID-19 pandemic, which has driven the growth of home furnishings retail in Indonesia. In seeing this potential, IKEA is implementing various strategies to develop the market in the Solo area. To maximize growth in the Solo area, it is important for IKEA to understand the factors that influence purchasing decisions. This research aims to determine the influence of price perception, product quality, and promotion on the online purchasing decision of home furnishing products, with brand image as a mediating variable for IKEA in the Solo area. The sample for this study consisted of 155 respondents. The data analysis technique used is SEM-PLS. The R-Square values from this model are 0,674 for purchase decisions and 0,671 for brand image. Based on the hypothesis tests that have been conducted, it was found that price perception, promotion, and product quality have a positive and significant partial effect on the brand image of IKEA. Meanwhile, promotion and brand image have a positive and significant partial effect on purchasing decisions. On the other hand, price perception and product quality do not have a significant effect directly on purchasing decisions. Brand image can mediate a positive and significant effect for product quality and price perception on online purchase decisions. However, the direct effect between promotion and purchase decision is stronger than the influence of the mediating role of brand image between promotion and purchase decision, although it still has a positive and significant effect.

Item Type:	Thesis (Tesis (S2) - )
Uncontrolled Keywords:	SEM-PLS, Persepsi Harga, Kualitas Produk, Promosi, Citra Merek Keputusan Pembelian
Subjects:	Business > Advertising Management > Business Plan > Business > Advertising Marketing > Advertising Marketing > Branding (Marketing) Marketing Thesis > Thesis (S2)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Magister Management
Depositing User:	Damar Mafatir Romadhon
Date Deposited:	29 Nov 2024 02:13
Last Modified:	29 Nov 2024 02:13
URI:	https://repository.bakrie.ac.id/id/eprint/11071

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