WIDIAWATI, ASTRI (2020) PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KENTUCKY FRIED CHICKEN (Studi Kasus Kentucky Fried Chicken Jakarta Selatan). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to know the effect of product quality, price, and brand image on purchasing decisions on Kentucky fried chicken (KFC). The population in this study are consumers of KFC products in the South Jakarta area. The sample used was 145 respondents using convience sampling. In this research the method of data analysis uses partial least square. The results in this study indicate that the influence of product quality, price and brand image has a positive and significant effect on purchasing decisions. Keyword: Quality Product, Price, Brand Image, Purchasing Decisions. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga dan citra merek terhadap keputusan pembelian pada produk Kentucky fried chicken (KFC). Populasi dalam penelitian ini adalah para konsumen produk KFC di daerah Jakarta Selatan. Sampel yang dipergunakan adalah sebanyak 145 responden dengan menggunakan convience sampling. Penelitian ini metode analisis data menggunakan partial least square. Hasil penelitian ini menunjukkan bahwa kualitas produk, harga dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci : Kualitas Produk, Harga, Citra Merek, Keputusan Pembelian.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 20 291 |
| NIM/NIDN Creators: | 43116010232 |
| Additional Information: | Kualitas Produk, Harga, Citra Merek, 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 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 641 Food and Drink/Makanan dan Minuman |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 11 Jan 2022 07:47 |
| Last Modified: | 13 Apr 2022 06:43 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/54047 |
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