PENGARUH PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK PASTA GIGI MEREK PEPSODENT (Studi Kasus Kota Administrasi Jakarta Barat)

ISKANDAR, TEDY (2018) PENGARUH PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK PASTA GIGI MEREK PEPSODENT (Studi Kasus Kota Administrasi Jakarta Barat). S2 thesis, Universitas Mercu Buana.

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Abstract

This study aims to analyze the influence of product , perception of price and promotion towards purchase decision of Pepsodent brands toothpaste. The primary data were derived from questionnaire and the secondary data were from company statistics. The population of the research was all citizens of west Jakarta Municipality who bought and used Pepsodent brands toothpaste. The method of analysis used in this study is multiple linear regression. The results show that product , perception of price and promotion together have a significant effect on purchasing decisions. Partially quality, perception of price and promotion have a significant positive effect on purchasing decision. The most perception of price is powerfull variable of influence on purchasing decisions. Keywords: product , price, promotion, purchase decision. Penelitian ini bertujuan untuk menganalisis pengaruh produk, persepsi harga dan promosi terhadap keputusan pembelian produk pasta gigi merek Pepsodent. 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. Populasi berasal dari seluruh warga Kota Jakarta Barat. Metode analisis yang digunakan dalam penelitian ini adalah regresi linier berganda. Hasil penelitian menunjukan produk, persepsi harga dan promosi secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian. Secara parsial produk, persepsi harga dan promosi berpengaruh signifikan positif terhadap keputusan pembelian. Persepsi harga merupakan variabel yang sangat kuat pengaruhnya terhadap keputusan pembelian. Kata kunci : produk, harga, promosi, keputusan pembelian.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55116110215
Uncontrolled Keywords: produk, harga, promosi, 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 > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer > 003.52 Perception Theory/Teori Persepsi
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 > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer > 003.56 Decision Theory/Teori Keputusan
100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.3 Origin, Sources, Means of Knowledge/Asal, Sumber, Sarana Pengetahuan > 121.34 Perception/Persepsi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian > 334.5 Consumer Cooperatives/Koperasi Konsumen
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 04 Jan 2022 07:38
Last Modified: 04 Jan 2022 07:38
URI: http://repository.mercubuana.ac.id/id/eprint/53492

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