ANALISA CITRA MEREK, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN (studi kasus di toko marks&spencer kelapa gading jakarta)

SULISTYONO, JOKO (2020) ANALISA CITRA MEREK, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN (studi kasus di toko marks&spencer kelapa gading jakarta). S2-Magister thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of brand image, product quality and price perceptions in Marks & Spencer Kelapa Gading Jakarta either simultaneously and partially. The research method is descreptive and expelantory, this research Customers of Marks & Spencer by taking a random sample of 100 respondents. The method of analysis used include were quantitatve analysis, validity and reliability test, classical assumption test, t test and f test, coefficient of determination, and multiple linear regression. The results showed that brand image, product quality and price perception together (simultaneously) have a positive and significant effects on purchasing decisions. Brand image partially has a positive and significant effect on purchasing decision, product quality partially has a positive and significant to purchasing decision and price perception has a significant to purchasing decision. Price perception becomes the biggest variable for purchase decision in Marks & Spencer Kelapa Gading Jakarta. Keywords: Brand Image, Product Quality, Price Perception and Purchase Decision Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, kualitas produk dan persepsi harga terhadap keputusan pembelian di Marks & Spencer Kelapa Gading Jakarta secara simultan dan secara parsial. Penelitian menggunakan metode deskreptif dan expelantory, populasi dalam penelitian ini adalah pelanggan Marks & Spencer dengan mengambil sampel penelitian secara acak sebanyak 100 responden. Metode analisa yang digunakan adalah analisa kuantitatif yaitu uji validitas dan uji reliabilitas, uji asumsi klasik, uji t dan uji f, koefisien determinasi dan regresi linier berganda. Hasil penelitian menunjukan bahwa citra merek, kualitas produk dan persepsi harga secara bersama-sama (simultan) berpengaruh positif dan signifikan terhadap keputusan pembelian. Citra merek secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas produk secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian dan persepsi harga secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Persepsi harga merupakan variabel paling besar pengaruhnya terhadap keputusan pembelian di Marks & Spencer Kelapa Gading Jakarta. Kata kunci : Citra Merek, Kualitas Produk, Persepsi Harga dan Keputusan Pembelian

Item Type: Thesis (S2-Magister)
Call Number: TM/51/19/198
NIM: 55113110013
Uncontrolled Keywords: Citra Merek, Kualitas Produk, Persepsi Harga dan Keputusan Pembelian
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor > 651.3 Office Management/Manajemen Kantor, Manajemen Perkantoran
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
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 > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Virda Syifa
Date Deposited: 15 Oct 2020 05:03
Last Modified: 15 Oct 2020 05:03
URI: http://repository.mercubuana.ac.id/id/eprint/52474

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