PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MINYAK GORENG ORYZA GRACE RICE BRAND OIL

MOERDIYANTI, NICKY (2017) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MINYAK GORENG ORYZA GRACE RICE BRAND OIL. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini untuk mengetahui pengaruh kualitas produk, persepsi harga dan promosi terhadap keputusan pembelian. Objek penelitian ini adalah konsumen yang menggunakan minyak goreng oryza grace rice brand oil, khususnya pada Rumah Sakit Jakarta Heart Center, Rumah Sakit HGA Depok dan Rumah Sakit Puri Cinere. Penelitian ini dilakukan terhadap 205 responden Metode analisis data yang digunakan adalah analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa secara parsial, variabel kualitas produk berpengaruh terhadap keputusan pembelian minyak goreng oryza grace rice brand oil , persepsi harga berpengaruh terhadap keputusan pembelian minyak goreng oryza grace rice brand oil dan promosi berpengaruh terhadap keputusan pembelian minyak goreng oryza grace rice brand oil. Hal ini dibuktikan dari hasil uji parsial (uji t) menunjukkan nilai signifikan dari tiga variabel bebas yang mendukung hipotesis. Oleh karena itu, hasil uji dari penelitian ini menyatakan bahwa terdapat pengaruh secara bersama-sama antara variabel kualitas produk, persepsi harga dan promosi terhadap keputusan pembelian minyak goreng oryza grace rice brand oil.This study was to determine the effect of product quality, perceived price and promotion on purchase decisions. The object of this study is that consumers use cooking oil grace Oryza rice brand oil, especially in Jakarta Hospital Heart Center, Hospital and Hospital HGA Depok Puri Cinere. This study was conducted on 205 respondents Data analysis method used is multiple linear regression analysis.The results of this study indicate that partial, variable product quality influence on purchase decisions cooking oil Oryza grace rice brand oil,perception of price influence on purchase decisions cooking oil Oryza grace rice brand oil and promotions influence on purchase decisions cooking oil Oryza grace rice brand oil. This is evidenced from the results of the partial test (t test) demonstrated the significant value of the three independent variables that support the hypothesis. Therefore, the test results of this study stated that there are significant jointly between the variable quality of product, price and promotion perceptions on purchase decisions grace Oryza rice cooking oil brand oil.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 17 323
NIM/NIDN Creators:	43114120066
Uncontrolled Keywords:	kualitas produk, persepsi harga, promosi dan keputusan pembelian.
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.3 Origin, Sources, Means of Knowledge/Asal, Sumber, Sarana Pengetahuan > 121.34 Perception/Persepsi 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:	25 Mar 2017 09:52
Last Modified:	07 Feb 2024 06:39
URI:	http://repository.mercubuana.ac.id/id/eprint/33709

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