PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN EXTRA JOSS (STUDI KASUS MAHASISWA MAGISTER MANAJEMEN UNIVERSITAS MERCU BUANA JAKARTA)

Prasastia, Nucki (2015) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN EXTRA JOSS (STUDI KASUS MAHASISWA MAGISTER MANAJEMEN UNIVERSITAS MERCU BUANA JAKARTA). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This Research head for analyzing of effect the product qualityy brand image to purchasing decision. Dimension of them were taken from various of sources. Sample was collected from college students of Magister Management who active in 2014 Mercu Buana University who ever consumed Extra Joss. Number of sample who success recruited in this study was 124 respondents. The data was collected by the questionnaire filling. After that it was analyzed by the test of validity and reliability data and then checked by the classical assumption and the core analysis by using Simple Linear Regression and Multiple Regression. The result of research indicated that variable of product quality and brand image simultaneously have the impact towards purchasing decision variable. From the test analysis of correlation dimension obtained results that dimension of product performance at the variable quality of products has the stronget correlation towards dimension selection of products and selection of brands on the purchasing decision variable. Whereas dimension of Fit and Finish at the variable quality of products has the strongest correlation towards dimension of purchasing channel, time of purchasing, and the number of purchasing on the purchasing decision variabel. On the brand image variable, dimension of brand benefit and competence and dimension of brand attitude and behaviour have the strongest correlation towards all dimensions on the purchasing decision variable. Key Word : Product Quality, Brand Image, Purchase Decision Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan citra merek terhadap keputusan pembelian. Dimensi kualitas produk dan citra merek diambil dari berbagai sumber. Sampel dikumpulkan dari mahasiswa Magister Manajemen aktif 2014 Universitas Mercu Buana Jakarta yang pernah mengkonsumsi Extra Joss. Total sampel yang terkumpul sebanyak 124 responden. Pengumpulan data melalui pengisian kuesioner. Data yang terkumpul dianalisis menggunakan pengujian validitas & reliabilitas data, selanjutnya dilakukan pengecekan dengan asumsi klasik dan analisa inti dengan menggunakan regresi linier sederhana dan regresi berganda. Hasil penelitian menunjukkan variabel kualitas produk dan citra merek secara bersama-sama berpengaruh terhadap keputusan pembelian. Dari hasil uji analisis korelasi dimensi didapatkan hasil bahwa dimensi kinerja produk pada variabel kualitas produk memiliki korelasi paling kuat terhadap dimensi pemilihan produk dan pemilihan merek pada variabel keputusan pembelian. Sedangkan dimensi Fit and Finish pada variabel kualitas produk memiliki korelasi yang paling kuat terhadap dimensi saluran pembelian, waktu pembelian, dan jumlah pembelian pada variabel keputusan pembelian. Pada variabel Citra Merek, dimensi manfaat dan keunggulan merek dan dimensi sikap dan perilaku merek memiliki pengaruh paling kuat terhadap semua dimensi pada variabel keputusan pembelian. Kata Kunci: Kualitas Produk, Citra Merek, Keputusan Pembelian.

Item Type:	Thesis (S2)
Call Number CD:	CDT-551-15-161
Call Number:	TM/51/15/026
NIM/NIDN Creators:	55112110294
Uncontrolled Keywords:	kualitas produk citra merek 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:	19 May 2015 15:11
Last Modified:	01 Jul 2022 02:36
URI:	http://repository.mercubuana.ac.id/id/eprint/38522

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