PENGARUH KUALITAS PRODUK, PROMOSI, DAN DISPLAY TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Konsumen Produk Alat Menggambar dan Mewarnai Merek Faber-Castell di Jakarta Selatan)

ROBIYANTO, ROBIYANTO (2018) PENGARUH KUALITAS PRODUK, PROMOSI, DAN DISPLAY TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Konsumen Produk Alat Menggambar dan Mewarnai Merek Faber-Castell di Jakarta Selatan). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to know the influence of product quality, promotion and display to purchase decision in Faber-Castell drawing and colouring product. The object for this research is consumers who has bought Faber-Castell drawing and colouring product located on South Jakarta. This research was done to 160 respondents by using quantitative descriptive approach. The research analyze by Structural Equation Model (SEM) with LISREL 8.80 program. The result of this research shows that there was positive and significant relationship between product quality and display variable on purchase decision. Whereas there was no positive and significant relationship between promotion variable on purchase decision. Keywords: product quality, promotion, display, keputusan pembelian Penelitian ini untuk mengetahui pengaruh kualitas produk, promosi dan display terhadap keputusan pembelian produk alat menggambar dan mewarnai merek Faber-Castell. Objek penelitian ini adalah konsumen yang membeli produk alat menggambar dan mewarnai merek Faber-Castell yang berlokasi di Jakarta Selatan. Penelitian ini dilakukan terhadap 160 responden dengan menggunakan pendekatan deskriptif kuantitatif. Analisis penelitian menggunakan program Structural Equation Model (SEM) dengan LISREL 8.80. Hasil penelitian ini menunjukkan bahwa variabel kualitas produk dan display berpengaruh signifikan dan positif terhadap keputusan pembelian. Sedangkan variabel promosi tidak berpengaruh signifikan dan positif terhadap keputusan pembelian. Kata Kunci: Kualitas Produk, Promosi, Display, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 583
NIM: 43114120294
Uncontrolled Keywords: Kualitas Produk, Promosi, Display, 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: 15 Nov 2018 02:38
Last Modified: 09 Jan 2019 08:54
URI: http://repository.mercubuana.ac.id/id/eprint/45597

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