PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK TEH PUCUK HARUM (Studi Kasus Pada Mahasiswa Ekonomi dan Bisnis Universitas Mercu Buana)

OKTAVIANI, VIVI RIZKI (2019) PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK TEH PUCUK HARUM (Studi Kasus Pada Mahasiswa Ekonomi dan Bisnis Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this research is to examine the influence of brand image, price, product quality on purchasing decision on Pucuk Harum Tea Product. The population in this study was Mercu Buana University students who had bought pucuk harum tea products and the sample in this study was as much as 100 respondents. The sampling technique used is purposive sampling method. Data collection by questionnaires and the data were analyzed using Statistical Product and Service Solutions (SPSS). The result of this study show that : (1) brand image has no significant influence on purchasing decision; (2) price has no significant influence on purchasing decision; (3) product quality has significant influence on purchasing decision. Keywords: brand image, price, product quality and purchasing decision Tujuan dalam penelitian ini adalah untuk menguji dan menganalisis pengaruh citra merek, harga dan kualitas produk terhadap keputusan pembelian teh pucuk harum. Populasi dalam penelitian ini adalah mahasiswa Universitas Mercu Buana yang pernah membeli produk teh pucuk harum dan sampel dalam penelitian ini adalah sebanyak 100 responden. Teknik sampling yang digunakan adalah metode purposive sampling. Pengambilan data dengan kuesioner dan data dianalisis dengan menggunakan Statistical Product and Service Solutions (SPSS). Hasil penelitian ini menunjukan bahwa (1) citra merek tidak berpengaruh signifikan terhadap keputusan pembelian; (2) harga tidak berpengaruh signifikan terhadap keputusan pembelian; (3) kualitas produk berpengaruh signifikan terhadap keputusan pembelian. Kata Kunci : Citra Merek, Harga, Kualitas Produk dan Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 093
Call Number: SE/31/19/004
NIM/NIDN Creators: 43114010152
Uncontrolled Keywords: Citra Merek, Harga, Kualitas Produk dan Keputusan Pembelian
Subjects: 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: 08 Jul 2019 03:46
Last Modified: 06 Apr 2022 02:42
URI: http://repository.mercubuana.ac.id/id/eprint/49521

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