CD Tesis

Analisis Pengaruh Selebgram Terhadap Citra Merek, Keputusan Pembelian Dan Kepuasan Mahasiswa Pada Tokopedia Di Lingkungan Universitas Riau

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This research purposed to test and analyze the effect of selebgram on brand imgae, purchasing decisions and costumer satisfaction at Tokopedia in the University of Riau
The data used consist of interval data. Data were collected by using of questionnaires to respondents directly or via the internet as for the population in this study were all undergraduate students of Riau University who used Instagram social media accounts, became followers of one of the celebrities and had made online purchases through Tokopedia with a sample of 140 respondents. Variables used are selebgram, brand image, purchasing decisions and customer satisfaction. Data analysis techniques using Partial Least Square (PLS) analysis
The results of this study that selebgram has a direct influence on brand image, purchasing decisions and customer satisfaction. Selebgram have capability to influence costumer decisions through purchasing decisions and brand image able to influence costumer satisfaction through purchasing decisions.
Key words: Selebgram, Brand Image, Purchase Decision and Costumer Satisfaction.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 220 (0043)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2020

Deskripsi Fisik

xi, 100 hlm,; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 220 (0043)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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