PENGARUH PERIKLANAN, PERSEPSI HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORAN CEPAT SAJI MCDONALD`S (Studi Kasus Pada Konsumen McDonald?s Jakarta Barat)

FAUZIYAH, FAUZIYAH (2019) PENGARUH PERIKLANAN, PERSEPSI HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORAN CEPAT SAJI MCDONALD`S (Studi Kasus Pada Konsumen McDonald?s Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine: (1) the effect of advertising on purchasing decisions at McDonald's fast food restaurants, (2) the influence of price perceptions on purchasing decisions at McDonald's fast food restaurants, (3) the effect of product quality on purchasing decisions at McDonald's fast food restaurants. This study uses quantitative methods and 160 samples that have made purchases at McDonald's fast food restaurant in West Jakarta area using purposive sampling method and the data obtained were analyzed using PLS (Partial Least Square) analysis technique through Smart PLS software. Keywords: Advertising, Price Perception, Product Quality, Purchase Decision Penelitian ini bertujuan untuk mengetahui: (1) pengaruh periklanan terhadap keputusan pembelian pada restoran cepat saji McDonald’s, (2) pengaruh persepsi harga terhadap keputusan pembelian pada restoran cepat saji McDonald’s, (3) pengaruh kualitas produk terhadap keputusan pembelian pada restoran cepat saji McDonald’s. penelitian ini menggunakan metode kuantitatif dan sampelnya berjumlah 160 yang telah melakukan pembelian pada restoran cepat saji McDonald’s di area Jakarta Barat menggunakan metode purposive sampling dan data yang diperoleh dianalisis dengan menggunakan teknik analisis PLS (Partial Least Square) melalui software Smart PLS. Kata kunci: Periklanan, Persepsi Harga, Kualitas Produk, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 501
Call Number: SE/31/19/149
NIM: 43115010102
Uncontrolled Keywords: Periklanan, Persepsi Harga, Kualitas Produk, Keputusan Pembelian
Subjects: 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
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 > 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 > 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: 03 Dec 2019 06:58
Last Modified: 07 Jan 2020 04:22
URI: http://repository.mercubuana.ac.id/id/eprint/52508

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