ANGGRAENI, RENNY ANGGRAENI (2019) PENGARUH PROMOSI, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BUSANA MUSLIM RABBANI (Studi Kasus Pada Masyarakat Pondok Aren Tangerang Selatan). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of promotion, brand image, and product quality towards decision to purchase at muslim fashion rabbani. This research uses quantitative methods, and a sample of 190 respondents who are rabbani Customers in the Pondok Aren Tangerang Selatan area using purposive sampling method and The data obtained were analyzed by using PLS analysis technique (Partial Least Square) through the PLS software. The results of this study showed promotion has a significant positive effect on the purchase desicion. Brand image have a did not significant positive effect on the purchase desicion and product quality has a significant positive effect on the purchase desicion. Keywords : Promotion, Brand Image, Product Quality, Buying Decisions. Penelitian ini bertujuan untuk mengetahui pengaruh promosi, citra merek, kualitas produk terhadap keputusan pembelian Busana Muslim Rabbani. Penelitian ini menggunakan metode kuantitatif dan sampelnya berjumlah 190 yang telah menggunakan Busana Muslim Rabbani di area Pondok Aren Tangerang Selatan menggunakan metode purposive sampling dan data yang diperoleh dianalisis dengan menggunakan teknik analisis PLS (Partial Least Square) melalui software Smart PLS. Hasil penelitian ini menunjukkan bahwa promosi berpengaruh positif siginifikan terhadap keputusan pembelian. Citra merek tidak berpengaruh siginifikan terhadap keputusan pembelian dan kualitas produk berpengaruh positif siginifikan terhadap keputusan pembelian. Keyword : Promosi, Citra Merek, Kualitas Produk, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 19 526 |
| NIM/NIDN Creators: | 43115010145 |
| Uncontrolled Keywords: | Promosi, Citra Merek, 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 14:14 |
| Last Modified: | 28 May 2022 01:58 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/50732 |
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