PENGARUH CITRA MEREK DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN PRODUK LUWAK WHITE KOFFIE (Studi Kasus Pada Mahasiwa/i Fakultas Ekonomi dan Bisnis Universitas Mercu Buana)

SUBHAN, MUHAMMAD (2018) PENGARUH CITRA MEREK DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN PRODUK LUWAK WHITE KOFFIE (Studi Kasus Pada Mahasiwa/i Fakultas Ekonomi dan Bisnis Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to know the influence of “Brand Image and Perceived Quality on Purchasing Decision product Luwak White Koffie” at Mercu Buana University Management 2014. This research was done to 80 respondents. The sampling technique use study is a Purposive Sampling. The data analysis used is statistical analysis in the form of multiple linier regression test. Because the data analysis used statistical analysis in the form of multiplr linear analysis. The result of this study indicate that Brand Image has influence positive and significant the Purchased Decision, Perceived Quality influence on Purcashing Decision. It has been proven from the results of (f) partial shows signification point of second independent variables that support hipothesys. Therefore, the accepted assumption is, there is influence between Brand Image and Perceived Quality on Purcashing Decision in Mercu Buna University. Keywoards : Brand Image, Perceived Quality, Purchasing Decision Penelitian ini dilakukan untuk mengetahui pengaruh dari “Citra Merek dan Persepsi Kualitas terhadap Keputusan Pembelian produk Luwak White Koffie” Studi Kasus Pada Mahasiswa/I Universitas Mercu Buana Manajemen Angkatan 2014. Penelitian ini dilakukan terhadap 80 responden dengan metode deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk uji regresi linear berganda. Hasil penelitian ini menunjukan bahwa variabel Citra merek berpengaurh positif dan signifikan terhadap Keputusan Pembelian dan variabel Persepsi kualitas berpengaruh terhadap keputusan pembelian. Hal ini dibuktikan dari hasil uji simultan F (Uji F) dan hasil uji parsial (Uji t) juga menunjukkan nilai signifikan dari kedua variabel bebas yang mendukung hipotesa. Oleh karena itu hasil penelitian dari ini menyatakan bahwa terdapat pengaruh antara variabel Citra Merek dan Persepsi Kualitas terhadap Keputusan Pembelian produk Luwak White Koffie di Universitas Mercu Buana. Kata Kunci : Citra Merek, Persepsi Kualitas, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 563
NIM: 43114010262
Uncontrolled Keywords: Citra Merek, Persepsi Kualitas, 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 > 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
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 14 Nov 2018 03:28
Last Modified: 09 Jan 2019 08:35
URI: http://repository.mercubuana.ac.id/id/eprint/45578

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