HUBUNGAN ANTARA CITRA MEREK DAN KEPERCAYAAN DENGAN KEPUTUSAN PEMBELIAN MARKETPLACE SHOPEE PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

PUTRI, DEBBY DESANTI (2019) HUBUNGAN ANTARA CITRA MEREK DAN KEPERCAYAAN DENGAN KEPUTUSAN PEMBELIAN MARKETPLACE SHOPEE PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

Debby Desanti Putri, The Relationship Between Brand Image and Trust With Purchase Descision Marketplace Shopee on Students Faculty of Economics in State University of Jakarta This research was conducted at the Faculty of Economics, Jakarta State University, for 6 months from January 2019 to July 2019. The purpose of this study was to determine the relationship between brand image and trust in purchasing decisions of Shopee Marketplace for students of the Faculty of Economics, Jakarta State University. The research method used is a survey method with a correlational approach, the population used is Students of the Faculty of Economics, Jakarta State University. The sampling technique used was a Purposive sampling technique of 115 people. The resulting equation of the rigor is Ŷ = 16.404 + 0.245 X1 + 0.556 X2. The requirements analysis test is the normality test with the Kolmogorov-Smimov test with a significant level (α) = 5% or 0.05 and produces a significant Y value of 0.200 X1 worth 0.200 X2 worth 0.200. Because the significance level of the three variables is> 0.05, it can be concluded that the data are normally distributed and can be used in subsequent analyzes. The regression linearity test Y for X1 and Y over X2 produces a significant value in linearity, which is 0,000 <0.05, so it is concluded that the data has a linear relationship. From the regression test Y for X1 and X2 produces Fcount> Ftable, which is 48.250> 3.08, so it can be concluded that the regression equation is significant. Furthermore, the t test and Y above X1 thitung = 3.145 and ttable = 1.65857 Y over X2 thitung = 2.477 and t table = 1.65857. The correlation coefficient between the brand image variable (X1) on the purchasing decision (Y) is 0.529 and the correlation coefficient between the trust variable (X2) for the purchasing decision (Y) is 0.645. So, there is a positive and significant relationship between brand image and purchasing decision, as well as a positive and significant relationship between trust and purchasing decisions. Thus, it can be concluded that there is a positive and significant relationship between brand image and trust with purchasing decisions. The determination coefficient Y for X1 and X2 obtained is 0.463 which indicates that 46.3% of purchase decision variables are determined by brand image and trust. Meanwhile, the remaining 53.7% is influenced by other factors. Keywords: Purchase Decision, Brand Image, Trust.

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