Date: 08-09-2024 Digital Publication Services : JABM | JAM | ABMR | ABMCS | BLOG

Undergraduate Thesis

PENGARUH CREDIBILITY DAN BRAND IMAGE IDOL K-POP BTS DALAM BENTUK COLLABORATION KARAKTER BT21 TERHADAP KEPUTUSAN PEMBELIAN DI CHATIME MALANG

Thesis Detail
Author BITA SEPTIYA HARIYANI
Student's ID (NPK) K.2020.1.35288 (MANAJEMEN)
Subject MANAJEMEN PEMASARAN
Keyword CREDIBILITY, BRAND IMAGE, KEPUTUSAN PEMBELIAN
Page(s) 67
Submit Date 15-04-2024
Lecture(s) Ir.DWI NITA ARYANI, MM, Ph.D.
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Abstract

Tujuan penelitian ini untuk menganalisis pengaruh credibility dan brand image dalam bentuk collaboration Karakter BT21 terhadap keputusan pembelian konsumen di Chatime Malang. Populasi dalam penelitian ini adalah konsumen yang melakukan pembelian di Chatme Malang. Jumlah sampel sebanyak 100 orang responden. Teknik pengambilan sampel dilakukan dengan metode purposive sampling dengan membagikan kuesioner kepada konsumen Chatime Teknik analisis data menggunakan analisis regresi dengan program Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa credibility dan brand image dalam bentuk Collaboration Karakter BT21 berpengaruh signifikan terhadap keputusan pembelian konsumen di Chatime. Penelitian ini diharapkan dapat memberi kontribusi bagi perusahaan, untuk digunakan sebagai informasi dalam memahami perilaku konsumennya dan dapat digunakan untuk membangun peran credibility dan brand image untuk meningkatkan keputusan pembelian konsumen di Chatime Malang. Menambah wawasan dan referensi kepustakaan mengenai ilmu pengetahuan dibidang pemasaran yaitu tentang pengembangan manajemen pemasaran, terutama yang mengkaji tentang pengaruh credibility dan brand image IDOL K-POP BTS dalam bentuk collaboration karakter BT21 terhadap keputusan pembelian di chatime. The purpose of this study is to analyse the effect of credibility and brand image in the form of BT21 Character collaboration on consumer purchasing decisions at Chatime Malang. The population in this study were consumers who made purchases at Chatme Malang. The sample size was 100 respondents. The sampling technique was carried out by purposive sampling method. The data analysis technique uses regression analysis with the Partial Least Square (PLS) programme. The results showed that credibility and brand image in the form of BT21 Character Collaboration had a significant effect on consumer purchasing decisions at Chatime. It is hoped that this research can contribute to the company, to be used as information in understanding consumer behavior and can be used to build the role of credibility and brand image to improve consumer purchasing decisions at Chatime Malang. Adding insight and literature reference regarding science in the field of marketing, namely regarding the development of marketing management, especially examing the influence of credibility and brand image IDOL K-POP BTS in the form of BT21 character collaboration on purchasing decisions on Chatime.

 

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