PENGARUH KUALITAS PRODUK, PERSEPSI NILAI PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK EIGER (study kasus di duri kosambi cengkareng)

AZIS, MUHAMMAD (2020) PENGARUH KUALITAS PRODUK, PERSEPSI NILAI PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK EIGER (study kasus di duri kosambi cengkareng). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aimed to determine and analyze the influence of Product Quality, Value Perception and Brand Image on Purchasing Decision of Eiger Products in Duri Kosambi, Cengkareng. This research uses the society respondents which using Eiger products in Cengkareng, West Jakarta. This research used purposive sampling technique and obtained 188 respondents as samples. The approach used in this research is Structural Equation Model (SEM) with (LISREL) analysis tool Linear Structural Relationship. The results of this research indicate the Value Perception has a significant effect on Purchasing Decisions. As for the Product Quality and Brand Image variable has a unsignificant effect on Purchasing Decision. This has been evidenced by the results of the simultaneous test (test F) and partial test (test T) that showed one significant value and two unsignificant values of three independent variables that support the hypothesis. Keywords : Eiger products, Product Quality, Value Perception, Brand Image and Buying Decision Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Kualitas Produk, Persepsi Nilai Produk, dan Citra Merek terhadap Keputusan pembelian pada produk Eiger di Duri Kosambi, Cengkareng. Penelitian ini menggunakan responden masyarakat yang memakai produk Eiger yang berada di daerah Cengkareng, Jakarta Barat. Dengan menggunakan purposive sampling sebagai teknik penentuan sampel sehingga diperoleh 188 responden sebagai sampel. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis (LISREL) Linear Structural Relationship. Hasil penelitian ini menunjukkan bahwa Persepsi Nilai berpengaruh secara signifikan terhadap Keputusan Pembelian. Sedangkan untuk variable Kualitas Produk dan Citra Merek tidak berpengaruh signifikan terhadap Keputusan Pembelian. Hal ini dibuktikan dari hasil uji simultan (Uji F) dan hasil uji parsial (Uji T) juga menunjukan satu nilai signifikan dan dua nilai tidak signifikan dari tiga variable bebas yang mendukung hipotesa. Kata Kunci : Produk Eiger, Kualitas Produk, Persepsi Nilai, Citra Merek dan Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 598
NIM: 43114110038
Uncontrolled Keywords: Produk Eiger, Kualitas Produk, Persepsi Nilai, Citra Merek dan Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 09 Jan 2020 08:10
Last Modified: 10 Jan 2020 03:10
URI: http://repository.mercubuana.ac.id/id/eprint/53403

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