ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN: STUDI PADA PREMIUM MEMBER UNDIP CAREER CENTER
Abstract: As part part of the
changing status of Diponegoro University (Undip) into a Legal Entity State
Universities (PTN BH), Undip Career Center (UCC), as an Undip’s career
preparation institution, needs to be able to self-finance its operating costs
in order to thrive. Instability of Premium Member UCC’s sales rate which ought
to be the main source of UCC’s income became the main issue in this study. This
study aimed to analyze the factors that might affect the purchasing decision on
Premium Member UCC. This research used five variables, namely sales promotion,
social media advertising, brand image, product attributes, and purchasing
decisions. Sampling of this research was done by using a non-probability
sampling with purposive sampling method, in which respondents must be Undip’s
4th semester students and Undip’s fresh graduates. The answers of 110
respondents were then analyzed using Statistical Package for Social Science
(SPSS) 23 with Multiple Regressional
Analysis as analytical tool. Result showed that sales promotion and social
media advertising have a significant positive effect on brand image, and brand
image have a significant positive effect on purchasing decisions. Product
attributes also has a significant positive effect on purchasing decisions.
Keywords: sales promotion,
social media advertising, brand image, product attributes, purchasing decision
Penulis: Lolita Desy
Anggraeni, Augusty Tae Ferdinand
Kode Jurnal: jpmanajemendd170784
