YANTI, IIS ROHENDRI (2020) PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK (STUDI KASUS PADA KONSUMEN THE BODY SHOP DI MALL PURI INDAH). 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 The Body Shop in Mall Puri Indah. The study was conducted on 80 respondents using an associative quantitative approach. The data analysis 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. promotion has a positive and significant effect on the purchase decision. Keywords: product quality, price, promotion, purchase decision. Penelitian ini untuk mengetahui pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian The Body Shop di Mall Puri Indah. Penelitian ini dilakukan terhadap 80 responden dengan menggunakan pendekatan kuantitatif asosiatif. Analisis data yang digunakan adalah structural equation modeling. Hasil penelitian ini menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, harga berpengaruh positif dan signifikan terhadap keutusan pembelian dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci: Kualitas produk, harga, promosi, keputusan pembelian
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 20 236 |
| NIM/NIDN Creators: | 43114120049 |
| Additional Information: | Kualitas produk, harga, promosi, keputusan pembelian. |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.93 Influence of Specific Situations/Pengaruh Situasi 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 |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 03 Jan 2022 06:38 |
| Last Modified: | 25 Mar 2022 04:19 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/53423 |
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