KARINA, RINI (2019) PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MATAHARI DEPARTEMENT STORE (Studi Kasus pada Matahari Departement Store se-Jabodetabek). 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) |
|---|---|
| Call Number CD: | FE/MJ. 19 355 |
| NIM/NIDN Creators: | 43115120325 |
| Uncontrolled Keywords: | Kualitas produk, Harga, Promosi, Keputusan Pembelian |
| Subjects: | 400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 19 Nov 2021 15:19 |
| Last Modified: | 27 May 2022 01:36 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/50584 |
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