ANANDA FITRIA WULANDARI, NIM.212021305 (2025) PENGARUH PRODUK, CITRA MEREK, HARGA, PROMOSI DAN PROSES TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE BLIBLI DI KECAMATAN SEBERANG ULU II KOTA PALEMBANG. Skripsi thesis, UNIVERSITAS MUHAMMADIYAH PALEMBANG.

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Abstract

ABSTRAK Ananda Fitria Wulandari/212021305/Pengaruh Produk, Citra Merek, Harga, Promosi dan Proses Terhadap Keputusan Pembelian pada E-Commerce Blibli di Kecamatan Seberang Ulu II Kota Palembang. Penelitian ini bertujuan untuk mengetahui pengaruh Produk, Citra Merek, Harga, Promosi dan Proses terhadap Keputusan Pembelian E-Commerce di Seberang Ulu II Kota Palembang. Jenis penelitian ini termasuk penelitian asosiatif. Jumlah Populasi infinite dan Sampel 100 Responden. Data yang digunakan data Primer dan Sekunder, dengan menggunakan metode pengumpulan data Kusioner dan Dokumnetasi. Teknik analisis yang digunakan Regresi Linier Berganda. Hasil Penelitian menunjukkan bahwa: Ada pengaruh Signifikan antara Produk, Citra Merek, Harga, Promosi dan Proses terhadap Keputusan Pembelian pada E-Commerce di Kota Palembang, ada pengaruh signifikan Produk terhadap Keputusan Pembelian E-Commerce di Kota Palembang, ada pengaruh tidak signifikan Citra Merek terhadap keputusan pembelian pada E-Commerce Blibli di Kota Palembang, ada pengaruh signifikan Harga terhadap keputusan pembelian pada E-Commerce Blibli di Kota Palembang, ada pengaruh signifikan Promosi terhadap keputusan pembelian pada E- Commerce Blibli di Kota Palembang, ada pengaruh tidak signifikan Proses terhadap keputusan pembelian pada E-Commerce Blibli di Kota Palembang. Hasil koefisien determinasi menunjukan bahwa besarnya pengaruh Produk, Citra Merek, Harga, Promosi dan Proses terhadap Keputusan Pembelian di Kota Palembang adalah sebesar 50,9% sedangkan sisanya 49,1% dipengaruhi oleh variabel lain yang tidak termasuk dalam penelitian ini. Kata Kunci: Produk, Citra Merek, Harga, Promosi, Proses dan Keputusan Pembelian Ananda Fitria Wulandari/212021305/The Influence of Products, Brand Image, Price, Promotion and Process on Purchasing Decisions on Blibli E-Commerce Kecamatan Seberang Ulu II, Palembang City. This research aims to determine the influence of product, brand image, price, promotion and process on e-commerce purchasing decisions in Seberang Ulu II, Palembang City. This type of research includes associative research. Infinite population size and sample of 100 respondents. The data used is primary and secondary data, using questionnaire and documentation data collection methods. The analysis technique used is Multiple Linear Regression. The research results show that: There is a significant influence between Product, Brand Image, Price, Promotion and Process on Purchasing Decisions on E-Commerce in Palembang City, there is a significant influence of Product on Purchasing Decisions on E-Commerce in Palembang City, there is an insignificant influence of Brand Image on purchasing decisions on E-Commerce Blibli in Palembang City, there is a significant influence of Price on purchasing decisions on E-Commerce Blibli in Palembang City, there is a significant influence of Promotion on purchasing decisions on E-Commerce Blibli in Palembang City, there is an insignificant influence on Process on purchasing decisions on Blibli E- Commerce in Palembang City. The results of the coefficient of determination show that the magnitude of the influence of Product, Brand Image, Price, Promotion and Process on Purchasing Decisions in Palembang City is 50.9% while the remaining 49.1% is influenced by other variables not included in this research. Keywords: Product, Brand Image, Price, Promotion, Process and Purchasing Decisions.

Item Type:	Thesis (Skripsi)
Additional Information:	1. Dr. Diah Isnaini Asiati, S.E., M.M 2. Dr. Maidiana Astuti Handayani, S.E., M.Si
Uncontrolled Keywords:	Kata Kunci: Produk, Citra Merek, Harga, Promosi, Proses dan Keputusan Pembelian
Subjects:	Ekonomi dan Bisnis Ekonomi dan Bisnis > Manajemen
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen (S1)
Depositing User:	mahasiswa Fakultas Ekonomi & Bisnis
Date Deposited:	21 May 2025 04:15
Last Modified:	21 May 2025 04:15
URI:	http://repository.um-palembang.ac.id/id/eprint/31365

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