PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI SHOPEE (Studi Kasus di Lingkungan Kampus Universitas Mercu Buana Bekasi)

MURDENI, MALIK PRAYOGA (2018) PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI SHOPEE (Studi Kasus di Lingkungan Kampus Universitas Mercu Buana Bekasi). S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Tujuan penelitian adalah untuk mengetahui pengaruh kualitas produk, harga dan promosi terhadap keputusan pembelian. Populasi dalam penelitian ini sangat banyak dan tidak dapat diketahui dengan pasti. Teknik pengambilan sample dalam penelitian ini adalah menggunakan teknik non-probability sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Metode analisis data menggunakan Statistical Product and Service Solutions versi 25. Peneletian ini membuktikan bahwa Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian Kata Kunci : Keputusan Pembelian, Kualitas Produk, Harga, Promosi ABSTRACT The research objective was to determine the effect of product quality, price and promotion on purchasing decisions. The population in this study is very large and cannot be known with certainty. The sampling technique in this study is to use nonprobability sampling techniques. Methods of data collection using a survey method, with the research instrument is a questionnaire. The data analysis method uses Statistical Product and Service Solutions version 25. This research proves that product quality has a positive and significant effect on purchasing decisions. Price has a positive and significant effect on purchasing decisions. Promotion has a positive and significant effect on purchasing decisions Keywords: Purchase Decision, Product Quality, Price, Promotion

Item Type: Thesis (S1)
Call Number CD: FE/MJ 21 040
NIM/NIDN Creators: 43117210022
Uncontrolled Keywords: Kata Kunci : Keputusan Pembelian, Kualitas Produk, Harga, Promosi
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: 04 Feb 2022 05:27
Last Modified: 04 Feb 2022 05:27
URI: http://repository.mercubuana.ac.id/id/eprint/55346

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