KURNIANTO, ADE INDRA (2014) Pengaruh Persepsi Harga, Citra Merek dan Kualitas Produk Terhadap Minat Beli Oli Federal Pada PT. Andalan Bakti Niaga Di Jakarta Selatan. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This research is descriptive research is quantitative. Data obtained in the form of primary and secondary data. The secondary Data were obtained from various sources such as journals and books. Primary Data obtained using questionnaires by using sampling as much as 110 respondents. The results showed that the perception of prices has significant effects on the brand image and product quality in the interest of the federal oil consumers to buy. Meanwhile, the results of the study also found that brand image and product quality has a significant impact on the interest in purchasing in this research. Perception of price in the T-test results showed that the perception of partial price effect on the interest of the federal oil bought in South Jakarta. Key words : perception of price, brand image, product quality, interest to buy. Penelitian ini menguji pengaruh persepsi harga, citra merek, kualitas produk pada kasus minat beli terhadap oli Federal di Jakarta Selatan. Penelitian ini merupakan penelitian bersifat deskriptif kuantitatif. Data yang diperoleh berupa data primer dan sekunder. Data sekunder diperoleh dari berbagai sumber seperti jurnal dan buku. Data primer diperoleh dengan menggunakan kuesioner dengan menggunakan teknik sampling sebanyak 110 responden. Hasil penelitian menunjukkan bahwa persepsi harga memiliki pengaruh yang signifikan terhadap citra merek dan kualitas produk pada minat beli konsumen oli federal. Sementara itu hasil penelitian juga menemukan bahwa citra merek dan kualitas produk memiliki dampak yang signifikan terhadap minat beli dalam penelitian ini. Persepsi harga dalam hasil uji T menunjukkan bahwa persepsi harga secara parsial berpengaruh pada minat beli oli. Kata Kunci : Persepsi harga, Citra merek, Kualitas produk, Minat beli.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-14-001 |
| Call Number: | TM/51/14/213 |
| NIM/NIDN Creators: | 55111120065 |
| Uncontrolled Keywords: | Persepsi harga, Citra Merek, Kualitas Produk, Minat Beli, perception of price, brand image, product quality, interest to buy, mps, manajemen pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 04 Feb 2015 08:35 |
| Last Modified: | 27 Jun 2022 04:09 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/13744 |
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