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Title: | Pengaruh Brand Trust Dan Brand Image Terhadap Kepuasan Konsumen Pada Produk Shopee (Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Prima Indonesia) |
Other Titles: | The Influence of Brand Trust and Brand Image on Consumer Satisfaction with Shopee Products (Among Students of the Faculty of Economics and Business, Prima Indonesia University) |
Authors: | Ayu, Sarisma Tambak |
metadata.dc.contributor.advisor: | Sabrina, Hesti Lubis, Adelina |
Keywords: | brand trust;brand image;kepuasan konsumen;consumer satisfaction |
Issue Date: | 20-Mar-2025 |
Publisher: | UNIVERSITAS MEDAN AREA |
Series/Report no.: | NPM;198320085 |
Abstract: | Tujuan penelitian ini adalah untuk mengetahui Pengaruh Brand Trust Dan Brand Image Terhadap Kepuasan Konsumen Pada Produk Shopee (pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Prima Indonesia), secara parsial dan simultan. Desain penelitian yang digunakan adalah pendekatan asosiatif Metode penelitian yang dilakukan adalah penelitian asosiatif, dimana variabel diukur dengan skala likert. Metode pengumpulan data dilakukan dengan wawancara (interview), dengan daftar pertanyaan (questionnaire) dan studi dokumentasi. Populasi dalam penelitian ini adalah seluruh karyawan di Fakultas Ekonomi dan Bisnis Universitas Prima Indonesia yang berjumlah 92 orang. Berdasarkan hasil uji t yang telah dilakukan, dapat disimpulkan bahwa Berdasarkan kriteria pengambilan keputusan, dapat disimpulkan bahwa H1 dan H2 diterima, Dari tabel Uji-F diatas (Tabel 4.15) didapatkan nilai Fhitung sebesar 66,534 menunjukkan bahwa signifikansi tertera 0,000. Hal ini menggambarkan variabel Social media marketing dan Brand awareness berpengaruh secara simultan terhadap Keputusan Pembelian, hal ini dengan mengikuti taraf signikan 0,05 dan yang terjadi di bawah 0,05 (0,000). Dari lampiran, diperoleh bahwa Ftabel = 3,942 Bila dibandingkan dengan nilai Ftabel, maka Fhitung > Ftabel, atau 66,534 > 3,942 dengan demikian dapat disimpulkan bahwa semua variabel independen (X1, dan X2) berpengaruh secara simultan terhadap variabel dependen (Y). The purpose of this research is to determine the influence of brand trust and brand image on consumer satisfaction with Shopee products (for students at the Faculty of Economics and Business, Prima Indonesia University), partially and simultaneously. The research design used is an associative approach. The research method used is associative research, where variables are measured using a Likert scale. Data collection methods were carried out by interviews, questionnaires and documentation studies. The population in this study was all employees at the Faculty of Economics and Business, Prima Indonesia University, totaling 92 people. Based on the results of the t test that has been carried out, it can be concluded that Based on the decision making criteria, it can be concluded that H1 and H2 are accepted. From the F-Test table above (Table 4.15) the Fcount value is 66.534, indicating that the significance is 0.000. This illustrates that the variables Social media marketing and Brand awareness simultaneously influence purchasing decisions, this follows a significance level of 0.05 and what occurs is below 0.05 (0.000). From the attachment, it is found that Ftable = 3.942. When compared with the Ftable value, then Fcount > Ftable, or 66.534 > 3.942, thus it can be concluded that all independent variables (X1 and X2) have a simultaneous effect on the dependent variable (Y). |
Description: | 90 Halaman |
URI: | https://repositori.uma.ac.id/handle/123456789/28203 |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
198320085 - Ayu Sarisma Tambak - Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 1.19 MB | Adobe PDF | View/Open |
198320085 - Ayu Sarisma Tambak - Chapter IV.pdf Restricted Access | Chapter IV | 609.12 kB | Adobe PDF | View/Open Request a copy |
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