ANGRAINI, DWI (2019) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SARI ROTI (Studi Kasus Masyarakat Perumahan KFT di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the influence of the perception of product quality, price perceptions and promotion to purchase at Sari Roti. This research uses quantitative methods and a sample of 160 respondents who has made a purchase Sari Roti in the west KFT housing complex, west cengkareng, west Jakarta city using purposive sampling technique and data collection using questionnaire. Method used in this study is Partial Least Square (PLS), smart PLS 2.0. The study concludes: (1) product quality significant effect to purchasing decisions, (2) price perceptions negative effect to purchasing decisions, (3) promotion significant effect to purchasing decisions. Keywords: Product quality, price perceptions, promotion, buying decisions. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, persepsi harga dan promosi terhadap keputusan pembelian Sari Roti. Penelitian ini mengunakan metode kuantitatif dan sampelnya berjumlah 160 yang telah melakukan pembelian Sari Roti di komplek perumahan KFT barat, Cengkareng barat, Kota Jakarta Barat menggunakan teknik purposive sampling dan pengambilan data menggunakan kuesioner. Metode yang digunakan dalam penelitian ini adalah partial Least Square (PLS) dengan mengunakan software Smart PLS 2.0. Adapun hasil dari penelitian adalah: (1) kualitas produk berpengaruh signifikan terhadap keputusan pembelian, (2) persepsi harga berpengaruh negatif terhadap keputusan pembelian, (3) promosi berpengaruh signifikan terhadap keputusan pembelian. Kata Kunci: Kualitas Produk, Persepsi Harga, Promosi, Keputusan Pembelian.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 19 500 |
| NIM/NIDN Creators: | 43115010086 |
| Uncontrolled Keywords: | Kualitas Produk, Persepsi 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 23 Nov 2021 07:55 |
| Last Modified: | 25 May 2022 02:30 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/50712 |
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