PENGARUH HARGA, CITRA MEREK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN OBAT FLU MIXAGRIP DI KOTA TANGERANG

PUTRI, HUTAMI EKA (2019) PENGARUH HARGA, CITRA MEREK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN OBAT FLU MIXAGRIP DI KOTA TANGERANG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of price, brand image, and promotion on purchasing decisions. The variables in this study consisted of Price (X1), Brand Image (X2), Promotion (X3) as independent variables and purchasing decisions (Y) as dependent variables. The population in this study were consumers who consumed Flu Medicines in Tangerang. The sample in this study amounted to 155 respondents. Technique of sampling technique using Convenience Sampling. The method of data collection in this study used interviews and questionnaires. . Data analysis in this study uses the help of Variance Based Structural Equation Modeling where data processing uses Partial Least Square (PLS) Version 3.0 programs. Based on the analysis results show that the price has a positive and significant effect on the Purchase Decision. Brand Image has a positive and significant effect on Purchasing Decisions. Promotion has a positive and significant effect on purchasing decisions. Keywords: Price, Brand Image, Promotion, Purchasing Decision Penelitian ini bertujuan untuk menganalisis pengaruh harga, citra merek, dan promosi terhadap keputusan pembelian. Variabel dalam penelitian ini terdiri dari Harga (X1), Citra Merek (X2), Promosi (X3) sebagai variabel bebas dan keputusan pembelian (Y) sebagai variabel terikat. Populasi dalam penelitian ini adalah konsumen yang mengkonsumsi Obat Flu yang berada di Tangerang. Sampel dalam penelitian ini berjumlah 155responden. Teknik Teknik penarikan sampel dengan menggunakan Convenience Sampling. Metode pengumpulan data dalam penelitian ini menggunakan wawancara dan kuesioner. . Analisis data pada penelitian ini menggunakan bantuan Variance Based Structural Equation Modeling dimana pengolahan datanya menggunakan program Partial Least Square (PLS) Versi 3.0. Berdasarkan Hasil analisa menunjukkan bahwa Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata kunci :Harga,Citra Merek,Promosi,Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 522
NIM: 43114110384
Uncontrolled Keywords: Harga,Citra Merek,Promosi,Keputusan Pembelian
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 > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 29 Nov 2019 02:39
Last Modified: 07 Jan 2020 06:11
URI: http://repository.mercubuana.ac.id/id/eprint/52365

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