PENGARUH HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (APARTMENT DI LRT CITY)

FIRMANSYAH, ADAM JORDI (2021) PENGARUH HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (APARTMENT DI LRT CITY). S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh harga, kualitas produk, dan citra merek terhadap keputusan pembelian pada Fladeo Shoes. Populasi dalam penelitian ini adalah konsumen Apartment Lrt Cityyang pernah berbelanja. Sampel yang dipergunakan adalah sebanyak 100 konsumen, dihitung bezrdasarkan rumus Rao Purba dalam Kharis. Metode penarikan sampel mengzzgunakan purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Metode analisis kuantitatif dengan menggunakan statistik. Penelitian ini membuktikan bahwa harga tidak signifikan berpengaruh terhadap keputusan pembelian. kualitas produk positif signifikan berpengaruh terhadap keputusan pembelian. citra merek positif tapi tidak signifikan berpengaruh terhadap keputusan pembelian. Kata Kunci: Harga, Kualitas Produk, Citra Merek, Keputusan Pembelian ABSTRACT This study aims to analyze the effect of price, product quality, and brand image on purchasing decisions at Fladeo Shoes. The population in this study were consumers of Apartment Lrt City who had shopped. The sample used is 100 consumers, calculated based on the Rao Purba formula in Kharis. The sampling method used was purposive sampling. Methods of data collection using a survey method, with the research instrument is a questionnaire. Quantitative analysis method using statistics. This study proves that the price does not significantly influence purchasing decisions. product quality has a significant positive effect on purchasing decisions. positive brand image but not significant effect on purchasing decisions. Keywords: Price, Product Quality, Brand Image, Purchase Decision

Item Type: Thesis (S1)
Call Number CD: FE/MJ 21 002
NIM/NIDN Creators: 43117210038
Uncontrolled Keywords: Kata Kunci: Harga, Kualitas Produk, Citra Merek, Keputusan Pembelian
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: siti maisyaroh
Date Deposited: 28 Jan 2022 05:12
Last Modified: 28 Jan 2022 05:12
URI: http://repository.mercubuana.ac.id/id/eprint/54837

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