PENGARUH KUALITAS PRODUK, HARGA, PROMOSI TERHADAP KEPUTUSAN PEMBELIAN BENG-BENG

MYSON, JEAN BERNARD (2019) PENGARUH KUALITAS PRODUK, HARGA, PROMOSI TERHADAP KEPUTUSAN PEMBELIAN BENG-BENG. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of the snack market, especially in the wafer industry is growing rapidly, this has triggered competition for wafer companies to create products that are in line with consumer expectations. In the industry, wafer products can be divided into brown coating wafers (chocolate layer wafers) and brown non-coated wafers. Business opportunities in the wafer sector are very potential and have a very large market appeal, because wafers are included in the consumer goods that are already known by the Indonesian people, we can see this on religious holidays. This study aims to analyze the influence of product quality, prices and promotions on Beng-Beng products. The research used are primary data derived from questionnaires and secondary data derived from company. The sampling method used is a non-probability method. The population came from all students of Mercu Buana University, West Jakarta. The analytical method used in this study is multiple linear regression. The results show that product quality, price and promotion together have a significant effect on purchasing decisions. Partially product quality, price and promotion have a significant positive effect on purchasing decisions. Price is a variable that has a strong influence on purchasing decisions. Keywords: Product Quality, Price, Promotion, Purchase Decision. Perkembangan pasar makanan ringan khususnya dalam industri wafer semakin bertambah pesat, hal ini memicu persaingan perusahaan wafer untuk menciptakan produk yang sesuai dengan harapan konsumen. Dalam industry produk wafer dapat dibedakan menjadi wafer coating coklat (wafer lapis coklat) dan wafer non coating coklat (tidak berlapis coklat). Peluang bisnis di sektor wafer ini sangat potensial dan mempunyai daya tarik pasar yang sangat besar, karena wafer termasuk dalam consumer goods yang sudah dikenal oleh masyarakat Indonesia, hal ini bisa kita lihat pada saat hari raya keagamaan. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga dan promosi pada produk Beng-Beng. Data penelitian yang digunakan adalah data primer yang berasal dari kuisoner dan data sekunder yang berasal dari data perusahaan. Metode sampling yang digunakan adalah metode non probabilitas. Populasi berasal dari seluruh mahasiswa Universitas Mercu Buana Jakarta Barat. Metode analisis yang digunakan dalam penelitian ini adalah regresi linier berganda. Hasil penelitian menunjukan kualitas produk, harga dan promosi secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian. Secara parsial kualitas produk, harga dan promosi berpengaruh signifikan positif terhadap keputusan pembelian. Harga merupakan variabel yang sangat kuat pengaruhnya terhadap keputusan pembelian. Kata kunci : Kualitas produk, Harga, Promosi, Keputusan Pembelian.

Item Type: Thesis (S2)
Call Number: TM/51/19/004
NIM: 55116110104
Uncontrolled Keywords: Kualitas produk, Harga, Promosi, 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: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 25 Jun 2019 06:27
Last Modified: 25 Jun 2019 06:27
URI: http://repository.mercubuana.ac.id/id/eprint/49121

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