B.Saragih, Charles Victor B (2013) PENGARUH KUALITAS PRODUK, KETERSEDIAAN PRODUK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK LULUR MANDI SUMBER AYU DI JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aims to analyze the effect of product quality, product availability and lifestyle on purchase decision. Sumber Ayu Body Scrub was taken as a case study. This research is descriptive quantitative in nature. Both primary and secondary data were employed. Secondary data were taken from various sources such as journals and books. Primary data were taken using questionnaire. A total sample of 100 were obtained. The result shows that purchase decision was influenced by product quality, product availability and life style. The identical result found by previous researchers. Life style was found dominant variabel toward purchase decision. Keyword: Product Quality, Stock Availability, Life Style, Purchase Decision Tujuan dari studi ini adalah untuk menganalisa tentang pengaruh kualitas produk, ketersediaan produk dan gaya hidup terhadap keputusan pembelian. Lulur Mandi Sumber Ayu telah digunakan sebagai studi kasus. Penelitian in pada dasarnya merupakan penelitian deskriptif kuantitatif. Kedua data primer dan sekunder telah digunakan dalam penelitian. Data sekunder diperoleh melalui berbagai sumber seperti jurnal-jurnal dan buku-buku. Data primer diperoleh dengan menggunakan kuesioner. Jumlah keseluruhan sampel adalah 100. Hasil yang diperoleh menunjukkan bahwa keputusan pembelian dipengaruhi oleh kualitas produk, ketersediaan produk dan gaya hidup. Hal yang sama juga diperoleh oleh penelitian terdahulu yang telah dipelajari oleh penulis. Variabel gaya hidup mempunyai pengaruh yang dominan terhadap keputusan pembelian. Kata Kunci : Kualitas Produk, Ketersediaan Barang, Gaya Hidup, Keputusan Pembelian
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-13-009 |
| Call Number: | TM/51/13/199 |
| NIM/NIDN Creators: | 55111120138 |
| Uncontrolled Keywords: | kualitas produk, ketersediaan barang, gaya hidup, 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: | 11 Feb 2014 10:24 |
| Last Modified: | 09 Jul 2022 04:53 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/15159 |
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