PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MATAHARI DEPARTEMENT STORE

KARINA, RINI (2019) PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MATAHARI DEPARTEMENT STORE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aimed to analyze the influence of Product Quality, Price, and Promotion on Matahari Department Store’sconsumer Purchasing Decision.The type of research used is explanatory research with quantitative approach. A sample of 100 respondents who are consumers ofMatahari Departement Store in Jabodetabek by using purposive sampling technique. Analysis of the data used is descriptive analysis and path analysis. The results showed that: Price and Product Quality variable havesignificant effect on Purchasing Decision, and Promotion have no effect on the Purchasing Decision, and Promotion have noeffect on the Purchasing Decision. Keywords: Product Quality, Price, Promotion, Purchasing Decision. Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Produk, Harga dan Promosi terhadap Keputusan pembelian konsumen Matahari Departement Store ( Studi kasus pada Matahari Departement Store se-Jabodetabek ). Jenis Penelitian yang digunakan adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Sampel sebanyak 100 responden yang merupakan konsumen Matahari Departement Store se Jabodetabek dengan menggunakan teknik purposive sampling. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (Path Analysis). Hasil penelitian menunjukkan bahwa: variabel Kualitas Produk berpengaruh signifikan terhadap Keputusan pembelian, variabel Harga berpengaruh signifikan terhadap Keputusan Pembelian; dan variabel Promosi tidak berpengaruh terhadap keputusan Pembelian. Kata Kunci : Kualitas produk, Harga, Promosi, Keputusan Pembelian

Item Type: Thesis (S1)
NIM: 43115120325
Uncontrolled Keywords: Kualitas produk, Harga, Promosi, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 18 Oct 2019 01:37
Last Modified: 18 Oct 2019 01:37
URI: http://repository.mercubuana.ac.id/id/eprint/49869

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