Latifa Kuntum Khaira, - (2024) PENGARUH CITRA PERUSAHAAN TERHADAP KEPUTUSAN PEMBELIAN JASA WEDDING ORGANIZER: Studi pada Megrashy Wedding Planner. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk menganalisis dan memberi gambaran mengenai bagaimana pengaruh citra perusahaan terhadap keputusan pembelian jasa wedding organizer di Megrashy Wedding Planner. Hal ini dilihat berdasarkan dalam 3 tahun terakhir yaitu pada 2020, 2021 dan 2022 Megrashy Wedding Planner secara fluktuatif mengalami penurunan konsumen, hal ini dapat disebabkan oleh beberapa alasan salah satunya dapat diukur dari persepsi mengenai citra perusahaan yang dimiliki, yang nantinya akan merujuk pada sebuah keputusan pembelian. Metode penelitian yang digunakan yaitu pendekatan kuantitatif dengan jumlah 82 responden yang diambil dari konsumen yang telah menggunakan jasa Megrashy Wedding Planner. Pengolahan data menggunakan IBM SPSS Statistics 25.0 for MacOS. Teknik analisis yang digunakan pada penelitian ini adalah analisis regresi sederhana. Hasil penelitian ini menunjukkan bahwa citra perusahaan dan keputusan pembelian termasuk dalam kategori tinggi. Hasil penelitian menunjukkan citra perusahaan secara berpengaruh positif dan signifikan terhadap keputusan pembelian di Megrashy Wedding Planner dilihat dari Thitung 3,848 dengan nilai koefisien determinasi sebesar 29,4%. Implikasi dari hasil penelitian ini bahwa Megrashy Wedding Planner perlu meningkatkan citra perusahaan untuk meningkatkan keputusan pembelian jasa wedding organizer. Kata kunci : Citra Perusahaan, Keputusan Pembelian , Megrashy Wedding Planner This research aims to analyze and provide an overview of how the company image influences the decision to purchase wedding organizer services at Megrashy Wedding Planner. This can be seen based on the last 3 years, namely in 2020, 2021 and 2022, Megrashy Wedding Planner has experienced a fluctuating decline in consumers, this can be caused by several reasons, one of which can be measured from the perception of the company's image, which will later refer to a decision. purchase. The research method used was a quantitative approach with a total of 82 respondents taken from consumers who had used Megrashy Wedding Planner services. Data processing uses IBM SPSS Statistics 25.0 for MacOS. The analysis technique used in this research is simple regression analysis. The results of this research indicate that company image and purchasing decisions are included in the high category. The research results show that the company image has a positive and significant influence on purchasing decisions at Megrashy Wedding Planner as seen from the Tcount of 3.848 with a coefficient of determination value of 29.4%. The implication of the results of this research is that Megrashy Wedding Planner needs to improve its company image to increase purchasing decisions for wedding organizer services. Keywords: Company Image, Purchase Decision, Megrashy Wedding Planner
| Item Type: | Thesis (S1) |
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| Additional Information: | https://scholar.google.com/citations?hl=id&user=6KWwvT8AAAAJ ID SINTA Dosen Pembimbing Erry Sukriah : 6721572 |
| Uncontrolled Keywords: | Citra Perusahaan, Keputusan Pembelian, Wedding Organizer, Megrashy Wedding Planner Company Image, Purchase Decision, Wedding Organizer, Megrashy Wedding Planner |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure |
| Depositing User: | Latifa Kuntum Khaira |
| Date Deposited: | 19 Jun 2024 07:25 |
| Last Modified: | 19 Jun 2024 07:25 |
| URI: | http://repository.upi.edu/id/eprint/118387 |
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