ANALISIS CITRA MEREK, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SERTA IMPLIKASINYA TERHADAP KEPUASAN PELANGGAN PRODUK BUKU BALAI PUSTAKA

RACHMAH, SITI MABRUR (2019) ANALISIS CITRA MEREK, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SERTA IMPLIKASINYA TERHADAP KEPUASAN PELANGGAN PRODUK BUKU BALAI PUSTAKA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to find out and analyse brand image, product quality, and promotion that affect buying decision and its implication towards Balai Pustaka product customer satisfaction. The research data is primary data from questionnaire and secondary data from company data. Writer uses nonprobability method for sampling method. Population comes from Balai Pustaka book customers in Indonesia. Analysis method of this research is Structural Equation Modelling (SEM). Research result shows that brand image, product quality, and promotion are positively influential towards customer satisfactory. Brand image is a variable that strongly affects buying decision. Keywords: brand image, product quality, promotion, buying decision, customer satisfaction Penelitian ini bertujuan untuk mengetahui dan menganalisis citra merek, kualitas produk, dan promosi yang berpengaruh terhadap keputusan pembelian dan implikasinya terhadap kepuasan pelanggan produk Balai Pustaka. Data penelitian yang digunakan adalah data primer yang berasal dari kesioner dan data sekunder yang berasal dari data perusahaan. Metode sampling yang digunakan adalah metode nonprobabilitas. Populasi berasal dari pelanggan produk buku terbitan Balai Pustaka di Indonesia. Metode analisis yang digunakan dalam penelitian ini adalah Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa citra merek, kualitas produk dan promosi berpengaruh positif terhadap keputusan pembelian, dan keputusan pembelian berpengaruh positif terhadap kepuasan pelanggan. Citra merek merupakan variabel yang sangat kuat pengaruhnya terhadap keputusan pembelian. Kata kunci: citra merek, kualitas produk, promosi, keputusan pembelian, kepuasan pelanggan

Item Type: Thesis (S2)
Call Number: TM/51/19/160
NIM: 55117010002
Uncontrolled Keywords: citra merek, kualitas produk, promosi, keputusan pembelian, kepuasan pelanggan
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
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
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 23 Sep 2019 07:37
Last Modified: 23 Sep 2019 07:37
URI: http://repository.mercubuana.ac.id/id/eprint/50843

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