ISKANDAR, TEDY (2018) PENGARUH PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK PASTA GIGI MEREK PEPSODENT (StudiKasus Kota Administrasi Jakarta Barat). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of product , perception of price and promotion towards purchase decision of Pepsodent brands toothpaste. The primary data were derived from questionnaire and the secondary data were from company statistics. The population of the research was all citizens of west Jakarta Municipality who bought and used Pepsodent brands toothpaste. The method of analysis used in this study is multiple linear regression. The results show that product , perception of price and promotion together have a significant effect on purchasing decisions. Partially quality, perception of price and promotion have a significant positive effect on purchasing decision. The most perception of price is powerfull variable of influence on purchasing decisions. Keywords: product , price, promotion, purchase decision. Penelitian ini bertujuan untuk menganalisis pengaruh produk, persepsi harga dan promosi terhadap keputusan pembelian produk pasta gigi merek Pepsodent. Data penelitian yang digunakan adalah data primer yang berasal dari kuisoner dan data sekunder yang berasal dari data perusahaan. Metode sampling yang digunakan adalah metode nonprobabilitas. Populasi berasal dari seluruh warga Kota Jakarta Barat. Metode analisis yang digunakan dalam penelitian ini adalah regresi linier berganda. Hasil penelitian menunjukan produk, persepsi harga dan promosi secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian. Secara parsial produk, persepsi harga dan promosi berpengaruh signifikan positif terhadap keputusan pembelian. Persepsi harga merupakan variabel yang sangat kuat pengaruhnya terhadap keputusan pembelian. Kata kunci : produk, harga, promosi, keputusan pembelian.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CD/551. 18 135 |
| NIM/NIDN Creators: | 55116110215 |
| Uncontrolled Keywords: | produk, harga, promosi, keputusan pembelian. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan > 332.4 Money/Uang 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan > 332.9 Counterfeiting, Forgery, Alteration/Pemalsuan Uang 700 Arts/Seni, Seni Rupa, Kesenian > 760 Graphic Arts/Seni Grafika > 769 Prints/Seni Percetakan > 769.5 Forms of Prints/Bentuk-bentuk Seni Percetakan > 769.55 Paper Money/Uang Kertas |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Virda Syifa |
| Date Deposited: | 11 Oct 2018 02:29 |
| Last Modified: | 07 Nov 2018 05:12 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/44988 |
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