PENGARUH PROMOSI, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BUSANA MUSLIM RABBANI (Studi Kasus Pada Masyarakat Pondok Aren Tangerang Selatan)

ANGGRAENI, RENNY (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
Call Number: SE/31/19/151
NIM: 43115010145
Uncontrolled Keywords: Promosi, Citra Merek, Kualitas Produk, 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 > 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: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 02 Dec 2019 08:02
Last Modified: 07 Jan 2020 06:15
URI: http://repository.mercubuana.ac.id/id/eprint/52473

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