ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DENGAN EKUITAS MEREK DAN MINAT BELI SEBAGAI VARIABEL INTERVENING DI BUKALAPAK.COM (Studi di Kota Semarang)

ASTUTI, Dyah Wilujeng Puji and MUDIANTONO, Mudiantono (2017) ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DENGAN EKUITAS MEREK DAN MINAT BELI SEBAGAI VARIABEL INTERVENING DI BUKALAPAK.COM (Studi di Kota Semarang). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

This research was conducted to analyze the effect of service quality on purchasing decision with brand equity and purchase intention as intervening variable. This research was conducted on one of e-commerce which is progressing, that is BukaLapak. The study used 200 respondents who had done online transactions and live in Semarang. Using non probability sampling technique, the analysis method is Structural Equation Model processed and using AMOS program version 19.0. The results obtained from the research indicate that there is a positive influence of service quality, brand equity, and buying interest in the purchasing decision.

Item Type:Thesis (Undergraduate)
Additional Information:e-commerce, service quality, brand equity, purchase intention, purchasing decisions
Uncontrolled Keywords:e-commerce, service quality, brand equity, purchase intention, purchasing decisions
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:58800
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:03 Jan 2018 09:19
Last Modified:03 Jan 2018 09:19

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