AGUS, AHMAD (2019) PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK TEH PUCUK (Studi Kasus Mahasiswa Universitas Mercu Buana Jakarta Barat). S2 thesis, Universitas Mercu Buana.
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Abstract
This study aims to analyze the influence of product quality, price and promotion towards purchase decision of Teh Pucuk. The primary data were derived from questionnaire and the secondary data were from company statistics. The sample size of 342 respondents derived from students at Mercu Buana University of west Jakarta. The method of analysis used in this study is multiple linear regression. The results show that product quality, price and promotion together have a significant and positive effect on purchasing decisions. Partially product quality, price and promotion have a significant positive effect on purchasing decision. The most price is powerfull variable of influence on purchasing decisions. Keywords: product quality, price, promotion, purchase decision. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga dan promosi terhadap keputusan pembelian produk Teh Pucuk. Data penelitian yang digunakan adalah data primer yang berasal dari kuisoner dan data sekunder yang berasal dari data perusahaan. Metode sampling yang digunakan adalah metode nonprobabilitas. Sampel sebanyak 342 responden berasal dari seluruh mahasiswa Universitas Mercu Buana Jakarta Barat. Metode analisis yang digunakan dalam penelitian ini adalah regresi linier berganda. Hasil penelitian menunjukan kualitas produk, harga dan promosi secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian. Secara parsial kualitas produk, harga dan promosi berpengaruh signifikan positif terhadap keputusan pembelian. Harga merupakan variabel yang sangat kuat pengaruhnya terhadap keputusan pembelian. Kata kunci :kualitas produk, harga, promosi, keputusan pembelian.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CD/551. 19 155 |
| NIM/NIDN Creators: | 55116010015 |
| 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 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 |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 29 Dec 2021 09:20 |
| Last Modified: | 21 Apr 2022 02:17 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/53175 |
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