FAUZIYAH, FAUZIYAH (2019) PENGARUH PERIKLANAN, PERSEPSI HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORAN CEPAT SAJI MCDONALD`S (Studi Kasus Pada Konsumen McDonald’s Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine: (1) the effect of advertising on purchasing decisions at McDonald's fast food restaurants, (2) the influence of price perceptions on purchasing decisions at McDonald's fast food restaurants, (3) the effect of product quality on purchasing decisions at McDonald's fast food restaurants. This study uses quantitative methods and 160 samples that have made purchases at McDonald's fast food restaurant in West Jakarta area using purposive sampling method and the data obtained were analyzed using PLS (Partial Least Square) analysis technique through Smart PLS software. Keywords: Advertising, Price Perception, Product Quality, Purchase Decision Penelitian ini bertujuan untuk mengetahui: (1) pengaruh periklanan terhadap keputusan pembelian pada restoran cepat saji McDonald’s, (2) pengaruh persepsi harga terhadap keputusan pembelian pada restoran cepat saji McDonald’s, (3) pengaruh kualitas produk terhadap keputusan pembelian pada restoran cepat saji McDonald’s. penelitian ini menggunakan metode kuantitatif dan sampelnya berjumlah 160 yang telah melakukan pembelian pada restoran cepat saji McDonald’s di area Jakarta Barat menggunakan metode purposive sampling dan data yang diperoleh dianalisis dengan menggunakan teknik analisis PLS (Partial Least Square) melalui software Smart PLS. Kata kunci: Periklanan, Persepsi Harga, Kualitas Produk, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 19 501 |
| NIM/NIDN Creators: | 43115010102 |
| Uncontrolled Keywords: | Periklanan, Persepsi Harga, 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 23 Nov 2021 12:15 |
| Last Modified: | 28 May 2022 01:09 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/50720 |
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