PUTRA, FAJAR DWI (2017) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN RUMAH DI PT. PARAMOUNT ENTERPRISE INTERNASIONAL GADING SERPONG-TANGERANG. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui faktor yang mempengaruhi perilaku konsumen dalam pengambilan keputusan pembelian rumah pada PT. Paramount Enterprise International. Adapun faktor yang mempengaruhinya adalah faktor citra merek, kualitas produk, dan harga. Metode penelitian ini kuantitatif deskriptif. Populasi penelitian berjumlah 11 cluster landed house dan sampel penelitian 80 sampel. Teknik pengambilan sampel convienencce sampling. Jenis data yang di pakai adalah kuantitatif. Teknik pengumpulan data melalui kuesioner. Hasil penelitian ini adalah: 1) Dari Analisis Linier Berganda di dapat persamaan Y = 22.747 - 0,580X1 + 0,527X2 – 0,375X3, artinya setiap perubahan satu variabel akan akan menambah keputusan pembelian sebesar nilai yang di tunjukan. 2) Pada uji t diperoleh probabilitas signifikan untuk citra merek, kualitas produk, harga lebih kecil dari 0.05, artinya keputusan pembelian rumah dipengaruhi oleh citra merek, kualitas produk, dan harga. 3) dengan uji F dimana variabel citra merek, kualitas produk, dan harga secara simultan berpengaruh terhadap keputusan pembelian.Hal ini ditunjukkan pada Fhitung > Ftabel (19,374 > 3,112), maka model regresi dapat digunakan untuk memprediksi Keputusan Pembelian. Koefisien determinasi (R2) menunjukkan adanya pengaruh kuat dan positif citra merek, kualitas produk, dan harga terhadap keputusan pembelian rumah. Hal ini ditunjukkan pada nilai R2 sebesar 43,3% Keputusan Pembelian dapat dijelaskan oleh variabel Citra Merek, Kualitas Produk, dan Harga sedangkan 56,7% Keputusan Pembelian dapat dijelaskan dari variabel lain selain ketiga variabel tersebut.This study aims to determine the factors that influence consumer behavior in the home purchase decision on PT. Paramount Enterprise International. The factors that influence is a factor of brand image, product quality, and price. This research method is quantitative descriptive. The study population numbered 11 cluster landed house and sample 80 samples. The sampling technique convienencce sampling. The type of data that is in use is quantitative. Data collection through questionnaires. The results of this research are: 1) From the Linear Regression Analysis in can Y = 22 747 - 0,580X1 + 0,527X2 - 0,375X3, meaning that any change in one variable will be add to the purchasing decision of value in the show. 2) At t test obtained significant probability for brand image, product quality, the price is less than 0.05, meaning that home purchase decisions are influenced by brand image, product quality, and price. 3) by F test where the variable of brand image, product quality, and price simultaneously influence the purchase decision. This is shown in F count> F table (19.374> 3.112), the regression model can be used to predict the buying decision. The coefficient of determination (R2) shows the influence of a strong and positive brand image, product quality, and the price of the home purchase decision. This is shown in the R2 value of 43.3% purchase decision can be explained by the variable of brand image, product quality, and price, while 56.7% purchase decision can be explained by other variables besides these three variables.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 17 244 |
| NIM/NIDN Creators: | 43110010124 |
| Uncontrolled Keywords: | Citra Merek, Kualitas Produk, Harga, dan Keputusan Pembelian. |
| Subjects: | 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: | 25 Mar 2017 17:55 |
| Last Modified: | 26 Feb 2024 05:53 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/33745 |
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