PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA SITUS ONLINE BERRYBENKA DI DAERAH JABODETABEK

RACHMAN, SHERRA RIZKA (2017) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA SITUS ONLINE BERRYBENKA DI DAERAH JABODETABEK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini untuk mengetahui pengaruh kualitas produk dan citra merek terhadap keputusan pembelian. Objek penelitian ini adalah pelanggan yang pernah melakukan pembelian di situs online Berrybenka yang berlokasi di Jabodetabek. Penelitian ini dilakukan terhadap 168 responden dengan menggunakan pendekatan deskriptif kuantitatif. Karena itu analisis data yang digunakan adalah Microsoft Excel 2007 dan LISREL 8.80. Hasil penelitian ini menunjukkan bahwa variabel kualitas produk berpengaruh signifikan terhadap keputusan pembelian pada situs online Berrybenka di daerah Jabodetabek, dan variabel citra merek berpengaruh signifikan terhadap keputusan pembelian pada situs online Berrybenka di daerah Jabodetabek.This research aims to know the influence of product quality and brand image on purchase decision. The object for this research are customers who had made purchases at Berrybenka online sites that located in Jabodetabek. This research was done to 168 respondents by using quantitative-descriptive approach. Thus, data analysis which is used are Microsoft Excel 2007 and LISREL 8.80. The result of this research shows that the variable of product quality significantly influence purchase decision of Berrybenka online sites in Jabodetabek, and brand image significantly influence purchase decision of Berrybenka online sites in Jabodetabek.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 17 301
NIM/NIDN Creators: 43113010015
Uncontrolled Keywords: perdagangan elektronik, kualitas produk, citra merek, keputusan pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Admin Perpus UMB
Date Deposited: 23 Mar 2017 13:30
Last Modified: 07 Feb 2024 07:20
URI: http://repository.mercubuana.ac.id/id/eprint/33666

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