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
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