PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI LAZADA (Studi Kasus Pada Konsumen di Kota Tangerang)

RAMADHANI, FEBRINA (2019) PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI LAZADA (Studi Kasus Pada Konsumen di Kota Tangerang). S1 thesis, Universitas Mercu Buana.

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Abstract

This study aims to analyze product quality and promotion to word purchasing decisions in Lazada. The design of this study using descriptive quantitative and the number of samples is 128 respondents. The sampling using convenience sampling technique by linear regression and Statistical Product Solution of Service (SPSS) program. The results of this study showed that product quality and promotion influenced in purchasing decision. Keywords : Lazada, promotion, purchasing decision, product quality. Penelitian ini bertujuan untuk menganalisa kualitas produk dan promosi terhadap keputusan pembelian di Lazada. Desain penelitian ini menggunakan deskriptif quantitatif dan jumlah sampel adalah 128 responden. Pengambilan sampel menggunakan teknik convenience sampling dengan menggunakan regresi linear dan program Statistical Product Solution of Service (SPSS). Hasil penelitian ini menunjukkan bahawa kualitas produk dan promosi berepengaruh terhadap keputusan pembelian. Katakunci : keputusan pembelian, kualitas produk, promosi, Lazada.

Item Type: Thesis (S1)
Call Number: SE/31/18/401
NIM: 43111010143
Uncontrolled Keywords: keputusan pembelian, kualitas produk, promosi, Lazada.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 13 May 2019 03:51
Last Modified: 13 May 2019 03:51
URI: http://repository.mercubuana.ac.id/id/eprint/47948

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