PENGARUH KUALITAS PRODUK, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KOPI JANJI JIWA DI MALL METROPOLITAN BEKASI, JAWA BARAT (Studi Kasus di Sekitar Kota Bekasi, Jawa Barat)

WIJAYA, SALIM (2018) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KOPI JANJI JIWA DI MALL METROPOLITAN BEKASI, JAWA BARAT (Studi Kasus di Sekitar Kota Bekasi, Jawa Barat). S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Produk, Citra Merek dan Harga terhadap keputusan pembelian pada Kopi Janji Jiwa di Mall Metropolitan Bekasi, Jawa Barat. Populasi dalam penelitian ini adalah konsumen Kopi Janji Jiwa disekitar Bekasi, Jawa Barat, yang dipergunakan adalah sebanyak 100 konsumen, dihitung berdasarkan rumus Rao Purba dalam Kharis. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Metode analisis kuantitatif dengan menggunakan statistik. Penelitian ini membuktikan bahwa Kualitas Produk positif signifikan berpengaruh terhadap keputusan pembelian. Citra Merek positif signifikan berpengaruh terhadap keputusan pembelian. Harga Negatif dan tidak signifikan terhadap keputusan pembelian. Kata Kunci: Kualitas Produk, Citra Merek, Harga, Keputusan Pembelian ABSTRACT This study aims to analyze the effect of product quality, brand image and price on purchasing decisions at Kopi Janji Jiwa at Metropolitan Mall Bekasi, West Java. The population in this study were 100 consumers of Kopi Janji Jiwa around Bekasi, West Java, which was used as many as 100 consumers, calculated based on the formula of Rao Purba 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 product quality has a significant positive effect on purchasing decisions. Brand image has a significant positive effect on purchasing decisions. Negative price and insignificant towards purchasing decisions. Keywords: Product Quality, Brand Image, Price, Purchase Decision

Item Type: Thesis (S1)
Call Number CD: FE/MJ 21 053
NIM/NIDN Creators: 43117210086
Uncontrolled Keywords: Kata Kunci: Kualitas Produk, Citra Merek, Harga, 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: 05 Feb 2022 04:36
Last Modified: 05 Feb 2022 04:36
URI: http://repository.mercubuana.ac.id/id/eprint/55396

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