Aditiansa, Vania fitrianti (2025) PENGARUH PROMOSI, CITRA MEREK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN ECOMMERCE BUKALAPAK (STUDI PADA MAHASISWA MANAJEMEN UNTAG SURABAYA). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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ARTIKEL_VANIA_SUDAH_SELESAI_.pdf Download (470kB) |
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Abstract
This study aims to examine the influence of promotion, brand image, and service quality on purchasing decisions on the Bukalapak e-commerce platform. The research was conducted on Management students at the University of 17 August 1945 Surabaya. This study employs a quantitative method with an associative approach. The sample consisted of 88 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using SPSS version 25. The results of the multiple linear regression analysis show that promotion (X1), brand image (X2), and service quality (X3) each have a partially significant effect on purchasing decisions (Y), as indicated by significance values below 0.05. Simultaneously, the F-test results indicate that these three independent variables jointly have a significant influence on purchasing decisions, with a significance value of 0.000. The coefficient of determination (R²) is 0.853, meaning that 85.3% of purchasing decisions are influenced by promotion, brand image, and service quality, while the remaining 14.7% is explained by other variables outside the model.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory |
| Depositing User: | 1212100136 Vania Fitrianti Aditiansa |
| Date Deposited: | 02 Jul 2026 10:13 |
| Last Modified: | 02 Jul 2026 10:13 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/42107 |
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