PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN BETON SIAP PAKAI (Study kasus di PT. Motive Mulia - Merah Putih Beton)

KUSWANTO, HERRY (2019) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN BETON SIAP PAKAI (Study kasus di PT. Motive Mulia - Merah Putih Beton). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to know partially the influences of brand image, product quality, and price to purchase decision of readymix concrete at PT. Motive Mulia -Merah Putih Beton. The object of research is company that ever purchasing product of Merah Putih Beton at Jakarta and around. This research was done to 42 respondent, with the data collection techniques by quesioner. Data of this research was analysed by smartPLS 3. The result showed that partially brand image, product quality have positive significant influences to purchase desicion of readymix concrete, but for product quality have positive not significant influences to purchase decision of readymix concrete. Keyword: Brand Image, Product quality, Price and Buying Decision Penelitian ini dilakukan untuk mengetahui secara parsial pengaruh citra merek, kualitas produk dan harga terhadap keputusan pembelian beton siap pakai di PT. Motive Mulia – Merah Putih Beton. Objek penelitian ini adalah perusahaan yang pernah membeli produk merah putih beton di area Jakarta dan sekitarnya. Penelitian ini dilakukan terhadap 42 responden dengan teknik pengumpulan data melalui kuesioner. Data dalam penelitian ini dianalisis menggunakan SmartPLS 3. Hasil penelitian menunjukan bahwa secara parsial citra merek dan harga berpengaruh positif signifikan terhadap keputusan pembelian beton siap pakai, sedangkan untuk variabel kualitas produk berpengaruh positif tidak signifikan terhadap keputusan pembelian beton siap pakai. Kata kunci : Citra Merek, Kualitas Produk, Harga dan Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 038
NIM: 43114110353
Uncontrolled Keywords: Citra Merek, Kualitas Produk, Harga dan 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
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 24 Jan 2019 02:09
Last Modified: 06 Feb 2019 03:04
URI: http://repository.mercubuana.ac.id/id/eprint/46867

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