PENGARUH HARGA DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI BRAND IMAGE (Survei pada Konsumen Miniso di Sleman)

KHOIRUNNISA, ZILVA (2023) PENGARUH HARGA DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI BRAND IMAGE (Survei pada Konsumen Miniso di Sleman). Other thesis, UPN "Veteran" Yogyajarta.

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Abstract

iv
PENGARUH HARGA DAN SOCIAL MEDIA MARKETING TERHADAP
KEPUTUSAN PEMBELIAN DIMEDIASI BRAND IMAGE
(Survei pada Konsumen Miniso di Sleman)
ZILVA KHOIRUNNISA
NIM. 141190060
Mahasiswa Program Studi Manajemen
Fakultas Ekonomi dan Bisnis UPN “Veteran” Yogyakarta
zilvakhoirunnisa@gmail.com
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh langsung maupun tidak
langsung dari Harga, dan Social Media Marketing terhadap Keputusan Pembelian
dengan Brand Image sebagai variabel mediasi pada konsumen Miniso. Objek
penelitian ini merupakan 113 orang di Sleman. Pengambilan sampel menggunakan
Teknik non probability dengan jenis sampling sampling purposive. Metode analisis
data dalam penelitian ini menggunakan analisis SEM dengan program SmartPLS
4.0. Hasil penelitian menunjukkan bahwa : (1) Harga memiliki pengaruh signifikan
dan positif terhadap keputusan pembelian, (2) Social media marketing memiliki
pengaruh signifikan dan positif terhadap keputusan pembelian, (3) Brand image
memiliki pengaruh signifikan dan positif terhadap keputusan pembelian, (4) Social
media marketing memiliki pengaruh signifikan dan positif terhadap brand image,
(5) Social media marketing memiliki pengaruh signifikan dan positif terhadap
keputusan pembelian yang dimediasi brand image.
Kata kunci : Keputusan Pembelian, Harga, Social Media Marketing, Brand Image,
Retail, Miniso
v
THE EFFECT OF PRICE AND SOCIAL MEDIA MARKETING ON
PURCHASING DECISIONS MEDIATED BY BRAND IMAGE
(Survey of Miniso Consumers in Sleman)
ZILVA KHOIRUNNISA
NIM. 141190060
Management Study Program
Faculty of Economics and Business UPN “Veteran” Yogyakarta
zilvakhoirunnisa@gmail.com
ABSTRACT
This study aims to determine the direct and indirect influence of Price, and Social
Media Marketing on Purchasing Decisions with Brand Image as a mediating
variable in Miniso consumers. The object of this research is 113 people in the
Sleman. Sampling using non-probability techniques with purposive sampling type.
The data analysis method in this study uses SEM analysis with the SmartPLS 4.0
program. The results showed that: (1) Price has a significant and positive influence
on purchasing decisions, (2) Social media marketing has a significant and positive
influence on purchasing decisions, (3) Brand image has a significant and positive
influence on purchasing decisions, (4) Social media marketing has a significant and
positive influence on brand image, (5) Social media marketing has a significant and
positive influence on purchasing decisions that mediated by brand image.
Keywords : Purchase Decision, Price, Social Media Marketing, Brand Image,
Retail, Miniso

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Purchase Decision, Price, Social Media Marketing, Brand Image, Retail, Miniso
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Eko Yuli
Date Deposited:	22 Aug 2023 01:52
Last Modified:	22 Aug 2023 01:52
URI:	http://eprints.upnyk.ac.id/id/eprint/37045

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