ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN (Studi kasus kedai Gerobak Kopi Seruput Jakarta)

HUDAYA, AGUNG (2018) ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN (Studi kasus kedai Gerobak Kopi Seruput Jakarta). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study to determine how the product quality, price, purchasing decisions, and customer satisfaction and how much influence the product quality , the price, on consumer purchasing decisions and how much the influence satisfaction to purchasing decisions. This research is a census, the number of objects in population with a responden of 125. The research method used in this research is descriptive analysis method. The data analysis technique used is the technique of correlation analysis and SEM (structural equation model) analysis techniques. Correlation analysis techniques to determine the relationship between variables, while the technique of SEM analysis to determine how much influence the independent variables on the dependent variable. The software used to process and analyze the data of this study was SPSS AMOS version 24.0. The results showed that the variable conditions of the product quality and price, impactpurchase decision included in good categories, while customer satisfaction variables included in the category quite well. Keyword : Product quality, Price, Purchase Decision, Customer Satisfaction Tujuan penelitian ini untuk mengetahui bagaimana kualitas produk, harga, keputusan pembelian, dan kepuasan pelanggan dan seberapa besar pengaruh kualitas produk, harga, , pada keputusan pembelian konsumen dan berapa banyak pengaruh kepuasan pelanggan untuk keputusan pembelian. Penelitian ini adalah sensus, jumlahnya objek dalam populasi dengan responden 125. Metode penelitian yang digunakan dalam penelitian ini adalah deskriptif metode analisis. Teknik analisis data yang digunakan adalah teknik analisis korelasi dan teknik analisis SEM (structural equation model). Teknik analisis korelasi untuk menentukan hubungan antar variabel, sedangkan teknik analisis SEM untuk mengetahui seberapa besar pengaruh variabel independen terhadap variabel dependen. Perangkat lunak yang digunakan untuk mengolah dan menganalisis data dari penelitian ini adalah SPSS AMOS versi 24.0. Hasilnya menunjukkan bahwa kondisi variabel dari kualitas produk dan harga, berdampak keputusan pembelian termasuk dalam kategori baik, sedangkan variabel kepuasan pelanggan termasuk dalam kategori cukup baik Kata Kunci : Kualitas Produk, Harga, Keputusan Pembelian, Kepuasan Pelanggan.

Item Type: Thesis (S2)
Call Number CD: CD/551. 18 130
NIM: 55116010010
Uncontrolled Keywords: Kualitas Produk, Harga, Keputusan Pembelian, Kepuasan Pelanggan.
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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
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
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Virda Syifa
Date Deposited: 16 Oct 2018 05:21
Last Modified: 07 Nov 2018 05:06
URI: http://repository.mercubuana.ac.id/id/eprint/45073

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