Ramadhan, Agung Fikri (2019) Pengaruh Online Consumer Review, Potongan Harga, Dan Citra Merek Terhadap Keputusan Pembelian Game Pada Aplikasi Steam (Studi Pada Mahasiswa Universitas Brawijaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh online consumer review, potongan harga dan citra merek terhadap keputusan pembelian game pada aplikasi STEAM. Penelitian ini merupakan studi kausal yang menganalisis sebabakibat untuk dapat menyatakan bahwa variabel X menyebabkan variabel Y. Teknik pemilihan sampel menggunakan non-probability sampling dengan purposive sampling. Penelitian ini menggunakan sampel sebanyak 199 responden, Responden tersebut adalah individu yang berusia diatas 17 tahun, mahasiswa universitas brawijaya, dan pernah melakukan pembelian game pada aplikasi STEAM. Uji hipotesis dilakukan dengan melihat nilai probabilitas dan t-statistik. Analisis data menggunakan SPSS versi 21. Kesimpulan atas hasil pengujian yaitu variabel online consumer review, potongan harga, dan citra merek berpengaruh signifikan terhadap keputusan pembelian game pada aplikasi STEAM, dengan varibel citra merek sebagai variabel yang paling dominan.
English Abstract
This research aims to discover the influence of online consumer review, discounts, and brand image on game purchase decisions on STEAM application. This research is a causal research which analyzes the cause and effect relationship to state that variable X is the cause of variable Y. Moreover, the sampling techniques uses non-probability sampling along with purposive sampling. There were 199 individuals as the respondents of this research with a few criteria and they were as follows: each of the individual should be over the age of 17 years old, currently a student of Brawijaya University, and once made a game purchase on the STEAM application. The hypothesis testing was conducted using probability value and t-test and the data were analyzed using SPSS ver21. The results of this research show that online consumer review, discounts, and brand image variables have a significant effect on game purchase decisions on STEAM application, with brand image variable as the most dominant variable.
Other obstract
-
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/456/051908107 |
| Uncontrolled Keywords: | online consumer review, potongan harga, citra merek, keputusan pembelian, game, STEAM, SPSS, online consumer review, discounts, brand image, purchase decision, game, STEAM, SPSS |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 10 Aug 2020 06:53 |
| Last Modified: | 05 Oct 2022 08:15 |
| URI: | http://repository.ub.ac.id/id/eprint/174217 |
![[thumbnail of Agung Fikri Ramadhan.pdf]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text
Agung Fikri Ramadhan.pdf Download (2MB) |
Actions (login required)
 |
View Item |