PENGARUH HARGA, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KARTU XL PRABAYAR (Studi Kasus Pada Mahasiswa Pengguna Kartu XL Prabayar Di Universitas Mercu Buana Menteng)

NINGSIH, ASMAH AULIA (2017) PENGARUH HARGA, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KARTU XL PRABAYAR (Studi Kasus Pada Mahasiswa Pengguna Kartu XL Prabayar Di Universitas Mercu Buana Menteng). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini untuk mengetahui pengaruh Harga, Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian. Objek penelitian ini adalah mahasiswa Universitas Mercu Buana Jakarta Program Kelas Karyawan Menteng. Penelitian ini di lakukan kepada 100 responden dengan menggunakan metode Partial Least Squares (PLS). Dari hasil penelitian ini menunjukan bahwa harga berpengaruh secara signifikan terhadap keputusan pembelian. Sedangkan variabel citra merek tidak berpengaruh secara signifikan terhadap keputusan pembelian. Kemudian variabel yang terakhir yaitu variabel kualitas produk berpengaruh secara signifkan terhadap keputusan pembelian.This study was to determine the effect of price, brand image and product quality to the purchase decision. The object of this study are students of Mercu Buana University Employee Class Program Menteng. The research was conducted to 100 respondents using the Partial Least Squares (PLS). From the results of this study show that price significantly influence purchasing decisions. While the brand image variables did not significantly influence the purchasing decision. Then the last variable is the variable quality of the products are significantly influence the purchasing decision.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 17 073
NIM/NIDN Creators: 43112120300
Uncontrolled Keywords: Harga, Citra Merek, Kualitas Produk, 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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
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: 01 Mar 2017 13:47
Last Modified: 21 Feb 2024 08:44
URI: http://repository.mercubuana.ac.id/id/eprint/33020

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