PENGARUH CITRA MEREK, KERAGAMAN PRODUK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI IKEA

RAMADHAN, MUHAMMAD BAGAS RIZKY (2019) PENGARUH CITRA MEREK, KERAGAMAN PRODUK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI IKEA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study was to determine the effect of brand image, product diversity, and product quality on purchasing decisions at IKEA. Respondents of this study are consumers or people who have bought products at IKEA. This study was conducted on 143 respondents using a quantitative approach. The analysis used is statistical analysis in the form of SEM-PLS. The results of this study indicate that the t test of brand image and product diversity has no significant effect on IKEA purchasing decisions, and product quality has a significant effect on IKEA purchasing decisions. Keyword: Brand Image, Product Diversity, Product Quality, Purchase Decision Penelitian ini untuk mengetahui pengaruh citra merek, keragaman produk, dan kualitas produk terhadap keputusan pembelian di IKEA. Responden penelitian ini adalah konsumen atau orang yang sudah membeli produk di IKEA. Penelitian ini dilakukan terhadap 143 responden dengan menggunakan pendekatan kuantitatif. Analisis yang digunakan yaitu analisis statistic dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa uji t citra merek dan keragaman produk tidak berpengaruh signifikan terhadap keputusan pembelian di IKEA, dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian di IKEA. Kata Kunci : Citra Merek, Keragaman Produk, Kualitas Produk, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 127
Call Number: SE/31/19/200
NIM: 43115010034
Uncontrolled Keywords: Citra Merek, Keragaman Produk, Kualitas Produk, 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: 19 Jul 2019 03:41
Last Modified: 10 Oct 2019 04:43
URI: http://repository.mercubuana.ac.id/id/eprint/49767

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