SINAGA,, LEBINNER (2020) ANALISIS PENGARUH HARGA, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN GAS BUMI DI PT. PERUSAHAAN GAS NEGARA, TBK SEKTOR KELISTRIKAN. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This research aim is to test and analyze the influence of price, product quality, and service quality towards the purchasing decision of natural gas product, a product sold by PT Perusahaan Gas Negara, Tbk. The research data used in this research is questionnaire data, that have been carried out from January to July of 2019 towards the existing customer in electricity sector. The sampling method used is purposive sampling from 50 existing customer. The method of analysis used is multiple linear regression. The result of this research shows that price, product quality, and service quality (simultaneously) contribute significantly to purchasing decision. The result also suggest that partially, the price, product quality, and service quality also significantly contribute to the purchasing decision. Price is the most influencial variable of all and significantly affects the purchasing decision Keywords : Price, Product quality, service quality and purchasing decision Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Harga, Kualitas Produk, dan Kualitas Pelayanan terhadap Keputusan Pembelian pada produk gas bumi di PT Perusahaan Gas Negara, Tbk. Data penelitian merupakan data hasil kuisioner yang diperoleh pada bulan Januari - Juli 2019 terhadap pelanggan pengguna pengguna gas bumi di sektor kelistrikan. Metode sampling yang digunakan adalah purposive sampling. Dari populasi 50 orang pelanggan. Metode analisis yang digunakan dalam penelitian ini adalah regresi linier berganda. Hasil penelitain menunjukkan bahwa Harga, Kualitas Produk dan Kualitas Pelayanan secara bersama – sama (simultan) berpengaruh secara signifikan terhadap Keputusan Pembelian. Dan secara parsial Harga, Kualitas Produk dan Kualitas Pelayanan juga berpengaruh signifikan terhadap Keputusan Pembelian. Harga merupakan variabel yang paling besar pengaruhnya terhadap Keputusan Pembelian. Kata Kunci : Harga, Kualitas Produk, Kualitas Pelayanan, dan Keputusan Pembelian
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-20-015 |
| NIM/NIDN Creators: | 55116120176 |
| Uncontrolled Keywords: | Harga, Kualitas Produk, Kualitas Pelayanan, dan Keputusan Pembelian, Price, Product quality, service quality and purchasing decision, manajemen pemasaran |
| 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 |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | MYTHA ALVIANA SARI |
| Date Deposited: | 16 Feb 2022 07:40 |
| Last Modified: | 18 Jun 2022 03:04 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56208 |
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