ANALISIS KUALITAS PRODUK DAN CITRA MEREK TERHADAP MINAT BELI PRODUK SUPREME (Studi Pada Mahasiswa Universitas Mercu Buana)

CHRISTIAN, OKTAVIANUS (2020) ANALISIS KUALITAS PRODUK DAN CITRA MEREK TERHADAP MINAT BELI PRODUK SUPREME (Studi Pada Mahasiswa Universitas Mercu Buana). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the influence of product quality, brand image, and buying itention. Population of this research is 100 students of Universitas Mercu Buana. Data collection was gathered by distributing questionnaire to using accidental sampling data were analysed using spss version 23. The result showed that quality of the products and brand image simultaneously influence on interest in purchasing. As conclusion the company needs to maintain quality of brand image of the product to face the competitors. Keyword : product quality, brand image, interests buy Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, citra merek, dan minat beli. Objek penelitian ini adalah para mahasiswa di Universitas Mercu Buana dan jumlah sampel yang ditentukan adalah 100 responden. Metode penarikan sampel menggunakan Accidental Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Penelitian membuktikan bahwa kualitas produk dan citra merek secara simultan berpengaruh terhadap minat beli, Kualitas produk berpengaruh signifikan terhadap minat beli, dan citra merek berpengaruh tidak signifikan terhadap minat beli Kata kunci: Kualitas produk, Citra Merek, Minat beli

Item Type: Thesis (S1-Sarjana)
Call Number: SE/31/19/435
NIM: 43115010159
Uncontrolled Keywords: Kualitas produk, Citra Merek, Minat beli
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 > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 680 Manufacture For Specific Uses/Industri Pembuatan produk untuk penggunaan tertentu > 680.1-680.9 Standard Subdivisions of Manufacture For Specific Uses/Subdivisi Standar Dari Industri Pembuatan Produk Untuk Penggunaan Tertentu
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
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 03 Aug 2020 07:40
Last Modified: 03 Aug 2020 07:40
URI: http://repository.mercubuana.ac.id/id/eprint/52326

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