PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI MINISO

NURLELA, NURLELA (2019) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI MINISO. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to identify the influence of quality product, price perception, and brand image on Miniso fashion product purchasing decision. The respondens of this research are the consumers who buy the Miniso fashion products which is located in Jakarta. This research was conducted with 120 respondents by using quantitative approach. SEM-PLS have employed in data analysis. The result of this study indicate that the quality product haven’t been significantly influence on the Miniso fashion product purchasing decision, and in other price perception have been significantly influence on the Miniso fashion product purchasing decision. Keyword : Quality Product, Price Perception, and Purchasing Decision. Penelitian ini untuk mengetahui pengaruh kualitas produk, persepsi harga, dan brand image terhadap keputusan pembelian produk fashion Miniso. Responden penelitian ini adalah konsumen yang membeli produk fashion Miniso di Jakarta. Penelitian ini dilakukan terhadap 120 responden dengan menggunakan pendekatan kuantitatif. Analisis yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukan bahwa secara uji t kualitas produk tidak berpengaruh signifikan terhadap keputusan pembelian produk fashion Miniso, sedangkan persepi harga dan brand image berpengaruh signifikan terhadap keputusan pembelian produk fashion Miniso. Kata kunci : Kualitas Produk, Persepsi Harga, Brand Image dan Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 413
NIM: 43115010040
Uncontrolled Keywords: Kualitas Produk, Persepsi Harga, Brand Image dan 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
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.3 National Product/Produk Nasional
600 Technology/Teknologi > 680 Manufacture For Specific Uses/Industri Pembuatan produk untuk penggunaan tertentu > 680.1-680.9 Standard Subdivisions of Manufacture For Specific Uses/Subdivisi Standar Dari Industri Pembuatan Produk Untuk Penggunaan Tertentu
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 27 Dec 2019 02:49
Last Modified: 06 Jan 2020 08:06
URI: http://repository.mercubuana.ac.id/id/eprint/53077

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