PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MATRAS SPRING AIR DI SOGO CENTRAL PARK MALL JAKARTA

ZAINUDIN, MUHAMMAD (2020) PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MATRAS SPRING AIR DI SOGO CENTRAL PARK MALL JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is to find out the effect of product quality, price, and promotion on the decision to purchase spring water mattresses in Sogo Central Park Mall Jakarta. The study was conducted on 175 respondents using an associative quantitative approach. The analysis of the data used is structural equation modeling. The results of this study show that the quality of the product has a positive and significant effect on purchasing decisions, the price has a positive and significant effect on the purchase decision. Keywords : product quality, price, promotion, purchasing decision. Penelitian ini untuk mengetahui pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian matras spring air di Sogo Central Park Mall Jakarta. Penelitian ini dilakukan terhadap 175 responden dengan menggunakan pendekatan kuantitatif asosiatif. Analisis data yang di gunakan adalah structural equation modeling. Hasil penelitian ini menunjukan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, harga berpengaruh positif dan signifikan terhadap keputusan pembelian dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci : kualitas produk, harga, promosi, keputusan pembelian

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43115120208
Uncontrolled Keywords:	kualitas produk, harga, promosi, 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 > 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:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	13 May 2024 07:24
Last Modified:	13 May 2024 07:24
URI:	http://repository.mercubuana.ac.id/id/eprint/52606

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