PENGARUH STORE ATMOSPHERE, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK EIGER (Study Kasus Pada Toko Eiger Bandung)

ALFARIZI, EGI GUNAWAN (2019) PENGARUH STORE ATMOSPHERE, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK EIGER (Study Kasus Pada Toko Eiger Bandung). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is to find out the effect of Store Atmosphere, Price and Product quality against purchase decisions. The object of this research is the Eiger Shop in Bandung. This study was conducted on 100 respondents using quantitative descriptive analysis. Therefore, data analysis which is used is statistical analysis in the form of double linear regression test. The results of this study state that partially the Store Atmosphere variable influences the Purchase Decision with a value of sig 0,000 <0,05, the variable price does not affect the Purchase Decision with the sig value 0,827> 0,05 and the product quality variable influences the Purchasing Decision with a value of sig 0,000 <0.05. It can be suggested that Eiger must increase creativity in the store Atmosphere, price and product quality to be able to compete with other brands. Keywords: Store Atmosphere, Price, Product Quality, To Purchase Decisions. Penelitian ini untuk mngetahui pengaruh Store Atmosphere , Harga dan Kualitas Produk terhadap Keputusan Pembelian. Objek Penelitian ini adalah Toko Eiger di Bandung. Penelitian ini dilakukan terhadap 100 responden dengan menggunakan pendekatan analisis deskriptif kuantitatif. Karena itu, analisis data yang digunakan adalah analisis statistik dalam bentuk uji regresi linear berganda. Hasil penelitian ini menyatakan bahwa secara parsial variabel Store Atmosphere berpengaruh terhadap Keputusan Pembelian dengan nilai sig 0,000 < 0,05, variabel Harga tidak berpengaruh terhadap Keputusan Pembelian dengan nilai sig 0,827 > 0,05 dan variabel Kualitas produk berpengaruh terhadap Keputusan Pembelian dengan nilai sig 0,000 < 0,05. Dapat disarankan Eiger harus meningkatkan kreativitas dalam suasan toko, harga dan kualitas produk untuk mampu bersaing dengan merek lain. Kata kunci : Store Atmosphere, Harga, Kualitas Produk, Terhadap Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 009
NIM: 43114010037
Uncontrolled Keywords: Store Atmosphere, Harga, Kualitas Produk, Terhadap 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 > 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 > 005.435 Memory Management Programs/Program Manajemen Memori
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: 22 Jan 2019 02:54
Last Modified: 06 Feb 2019 02:33
URI: http://repository.mercubuana.ac.id/id/eprint/46794

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