FINAL, DEN (2013) PENGARUH PRODUK, PERSEPSI HARGA, PROMOSI SERTA LOKASI TERHADAP KEPUTUSAN PEMBELIAN(Studi Kasus Vila Rizki Ilhami). S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
P enelitian ini bertujua n u n tu k m e n g e ta h u i p e n g a ru h p ro d u k , p e rse p si h a rg a , prom osi dan lokasi terhadap keputusan pem belian dengan studikasus di P T M ustik a H a d i A sri P erum ahan V ila R izkiIlham i . P ro d u k , P e rse p sih a rg a , P ro m o si d a n L o k a si m e n ja d i v a ria b e l In d e p e n d e n , k e p u tu sa n p e m b e lia n m enjadi variabel dependen . D alam penelitian in i, p e n g u m p u la n d a ta d ila k u k a n m elalui m etode survey. K uesioner di sebar kepada pelanggan P T M ustika H adi A sri P erum ahan V ila R izki Ilham i . S am pel yang digunakan m engguna kan m etode purposive sam ple . D ari hasil pengolahan data didapatkan variabel P roduk tidak berpengaruh terhadap variabel K e p u tu sa n p e m b e lia n , sedangkan variabel p e rse p si h a rg a b e rp e n g a ru h te rh a d a p k e p u tu sa n p e m b e lia n . P ro m o si b e rp e n g a ru h terhadap keputusan p em belian sedangkan lokasi tidak berpengaruh terhadap keputusan p e m b e lia n . S e c a ra sim u lta n k e e m p a t v a ria b e l p ro d u k , p e rse p si h a rg a , p ro m o si d a n l o k a s i b e rp e n g a ru h te rh a d a p k e p u tu sa n p e m b e lia n . K esim pulan dari penelitian in i, u n tu k dapat m em pengaruhi keputus a n p e m b e lia n P T M u s tik a H a d i A s ri P e ru m a h a n V ila R iz k i Ilh a m i, perusahaan harus fo c u s te rh a d a p p ro d u k , p e rse p si h a rg a , p ro m o si d a n lo k a si untuk m em pertahankan keunggulan dari perum ahan V ila R izki Ilham i . K ata kunci : P ro d u k , P e rse p si H a rg a , P ro m o si, L oka si, K e p u tu sa n P em belian T he purpose of this study is to a n a ly ze th e e ffe c t o f p ro d u c t, p ric e p e rc e p tio n , prom otion and location influence on the repurchase decision P T M ustika H adiA sri V ila R izkiIlham i . The Independ e n t v a ria b le w e re p ro d u c t, p ric e p e rc e p tio n , p ro m o tio n a n d lo c a tio n . W h ile the decision to repurchase is an dependent variable . P rim a ry d a ta w e re c o lle c te d b y u sin g q u e stio n e r .U sin g p u rp o siv e sa m p lin g , to ta l 1 5 0 sa m p le s w e re obtained from the custom ers o f P T M ustika H adiA sri V ila R izki . F rom the results of the data processing, product has not influenced the decision to repurchase , W hile the price has influenced the decision to repurchase , th p ro m o tio n a lso h a s in flu e n c e d th e d e c isio n to p u rc h a se , w h ile th e location has not influenced the decision to purchase . p ro d u c t, p ric e p e rc e p tio n , p ro m o tio n a n d lo c a tio n sim u lta n e o u sly in flu e n c e o n p u rc h a sin g decisions T h e c o n c lu sio n o f th is stu d y , in o rd e r to t he repurchase of the custom ers , the com panies should focus on p ro d u c t, p ric e p e rc e p tio n , p ro m o tio n a n d lo c a tio n m aintain the superiority of V ila R izkiIlham i . Keywords : P ro d u c t, P rice P e rc e p tio n , L o c a tio n , P urchasing D ecisions
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-13-014 |
| Call Number: | TM/51/13/219 |
| NIM/NIDN Creators: | 55110120177 |
| Uncontrolled Keywords: | Produk, Persepsi Harga, Promisi, Lokasi, Keputusan Pembelian, 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: | 07 Feb 2014 10:34 |
| Last Modified: | 09 Jul 2022 06:27 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/15129 |
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