Fiddiyana, Dina (2022) Pengaruh Persepsi Harga, Promosi, dan Kepercayaan Pelanggan terhadap Keputusan Pembelian Konsumen Belanja Online di Martabak dan Terang Bulan Radja Surabaya. (The Influence of Perceived Price, Promotion, and Customer Trust on Consumer Purchasing Decisions for Online Shopping in Martabak and Terang Bulan Radja Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
ABSTRAK PENGARUH PERSEPSI HARGA, PROMOSI, DAN KEPERCAYAAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN BELANJA ONLINE DI MARTABAK & TERANG BULAN RADJA SURABAYA Penelitian ini dilatarbelakangi oleh perubahan keadaan masyarakat di era pandemi, yang menyebabkan kepada konsumen dalam memenuhi kebutuhannya ataupun pengambilan keputusan pembelian yang dilakukan secara online. Penelitian bertujuan untuk menganalisa pengaruh dari persepsi harga, promosi, dan kepercayaan pelanggan terhadap keputusan pembelian konsumen belanja online di martabak & terang bulan radja Surabaya. Penelitian ini menggunakan random sampling yang dimana ada beberapa faktor yang tidak memungkinkan mengambil seluruh sampel. Hasil penelitian yang diperoleh bahwa (1) secara simultan persepsi harga, promosi, dan kepercayaan pelanggan terhadap keputusan pembelian konsumen berpengaruh signifikan, (2) secara parsial persepsi harga terhadap keputusan pembelian konsumen juga berpengaruh signifikan, (3) secara parsial pun promosi terhadap keputusan pembelian konsumen berpengaruh signifikan, (4) dan secara parsial terakhir kepercayaan pelanggan terhadap keputusan pembelian berpengaruh signifikan. Kata Kunci : Persepsi Harga, Promosi, Kepercayaan Pelanggan, Keputusan Pembelian Konsumen
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Kata Kunci : Persepsi Harga, Promosi, Kepercayaan Pelanggan, Keputusan Pembelian Konsumen |
| Subjects: | H Social Sciences > HB Economic Theory |
| Depositing User: | 1211800036 Dina Fiddiyana |
| Date Deposited: | 25 Jan 2023 02:06 |
| Last Modified: | 25 Jan 2023 02:14 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/19722 |
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