PENGARUH KUALITAS PRODUK, PROMOSI & HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK BISKUAT

PRIAMBADA, ANDRE NUR (2018) PENGARUH KUALITAS PRODUK, PROMOSI & HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK BISKUAT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine how much influence the quality of products, promotions and prices on the decision to purchase biscuits. And this study also aims to analyze the most dominant factors influencing the purchasing decisions on Biskuat Products. The population used in this study is consumers who have consumed Biskuat Products. The sample in this study were 100 respondents and using student population jakarta. The analytical method used is a causal analysis that is causal relationships. This analysis includes: validity and reliability test, classic assumption test, multiple regression analysis, hypothesis testing through t test and f test, and analysis of the coefficient of determination (R2). The results showed that Product Quality has a positive and significant effect on satisfaction. Purchasing, promotion has a positive and significant effect on satisfaction. Purchasing, the price has a negative and insignificant effect on customer satisfaction. Simultaneously the quality of the product, the price together with the effect of 1.168%. Keywords: Product Quality, Promotion, Price, Purchase Decision. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh kualitas produk, Promosi dan Harga terhadap Keputusan Pembelian Produk Biskuat. Dan penelitian ini juga bertujuan untuk menganalisis faktor yang paling dominan pengaruhnya terhadap keputusan pembelian pada Produk Biskuat. Populasi yang digunakan dalam penelitian ini adalah konsumen yang pernah mengkonsumsi Produk Biskuat. Sampel pada penelitian ini sebanyak 100 responden dan menggunakan popolasi Mahasiswa jakarta. Metode analisis yang digunakan adalah analisis kausal yaitu hubungan yang bersifat sebab akibat. Analisis ini meliputi: uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi berganda, pengujian hipotesis melalui uji t dan uji f, serta analisis koefisien determinasi (R2). Hasil penelitian menunjukan bahwa Kualitas Produk berpengaruh positif dan signifikan terhadap kepuasan Pembelian, Promosi berpengaruh positif dan signifikan terhadap kepuasan Pembelian, harga berpengaruh negatif dan tidak signifikan terhadap kepuasan konsumen. Secara simultan kualitas produk, harga secara bersama sama berpengaruh sebesar 1.168%. Kata kunci : Kualitas Produk, Promosi, Harga, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 379
NIM/NIDN Creators: 43114010180
Uncontrolled Keywords: Kualitas Produk, Promosi, Harga, 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: 29 Nov 2018 02:15
Last Modified: 07 Jan 2019 08:28
URI: http://repository.mercubuana.ac.id/id/eprint/45755

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