PENGARUH HARGA, KUALIT AS PRODUK DAN PENGETAHUAN KONSUMEN TENTANG LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN (Pada Pengunjung KFC Cabang Daan Mogot Jakarta Barat)

KARTINI, TINI (2019) PENGARUH HARGA, KUALIT AS PRODUK DAN PENGETAHUAN KONSUMEN TENTANG LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN (Pada Pengunjung KFC Cabang Daan Mogot Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study do to know influence consumer price product quality and knowledge about and the label of the decision in the branch visitors KFC Daan Mogot west jakarta, this research is the visitors of using KFC have located in west jakarta. In use this study sample some 175 respondent. The technique sample use sampling comfortable therefore .Data analysis in included is statistic analysis in the form of Smart Partial Least Square 3.0. Results show that the price is insignificant have had a positive impact. Purchase product quality of the decision have had a positive impact and significant and knowledge about label and consumers have had a positive impact and significant. Keywords: price, product quality, consumer knowledge about halal labels, purchasing decisions. Penelitian di lakukan untuk mengetahui pengaruh harga kualitas produk dan pengetahuan konsumen tentang label halal terhadap keputusan pembelian pada pengunjung KFC cabang Daan Mogot Jakarta Barat, subyek penelitian ini adalah pengunjung atau yg pernah menggunakan produk KFC berlokasi di Jakarta Barat. sampel yang di gunakan penelitian ini adalah sebanyak 175 responden.Teknik pengambilan sampel menggunakan convenience sampling karena itu. Analisis data yang di gunakan adalah analisis statistic dalam bentuk Smart Partial Least Square 3.0. Hasil penelitian ini menunjukan bahwa harga berpengaruh positif namun tidak signifikan. Terhadap keputusan pembelian kualitas produk berpengaruh positif dan slqnifikan dan pengetahuan konsumen tentang label halal berpengaruh positif dan signiflkan. Kata Kunci : harga, kualitas produk, pengetahuan konsumen tentang label halal, keputusan pembelian.

Item Type: Thesis (S1)
NIM: 43114120153
Uncontrolled Keywords: harga, kualitas produk, pengetahuan konsumen tentang label halal, keputusan pembelian.
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: 29 Mar 2019 02:22
Last Modified: 29 Mar 2019 02:22
URI: http://repository.mercubuana.ac.id/id/eprint/48296

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