TAMIMI, EVI (2020) PENGARUH KUALITAS LAYANAN, HARGA, PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN ( Studi pada IKEA Indonesia). S1 thesis, Universitas Mercu Buana.
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Abstract
This research aims to determine the influence of service quality, price, promotion and quality of product to purchase decision (study on IKEA Indonesia). This study was conducted on 200 respondents with a quantitative approach. The data collection techniques performed are questionnaires and used purposif sampling for sample sampling. Data analysis used is SEM-PLS where data processing using SmartPLS version 3.0 program. The results of this study showed that the quality of service and prices did not have significant effect on purchasing decisions while the promotion and quality of products had significant positive effect on purchasing decisions. Keywords: service quality, price, promotion, product quality, IKEA Indonesia Penelitian ini bertujuan untuk mengetahui pengaruh kualitas layanan, harga, promosi dan kualitas produk terhadap keputusan pembelian (studi pada IKEA Indonesia). penelitian ini dilakukan pada 200 responden dengan melakukan pendekatan kuantitatif. Teknik pengumpulan data yang dilakukan adalah kuesioner dan menggunakan purposif sampling untuk pengambilan sample. Analisis data yang digunakan adalah SEM-PLS dimana pengolahan data menggunakan program SmartPLS versi 3.0. Hasil penelitian ini menunjukkan bahwa kualitas layanan dan harga tidak berpengaruh signifikan terhadap keputusan pembelian sedangkan promosi dan kualitas produk berpengaruh positif signifikan terhadap keputusan pembelian. Kata Kunci: Kualitas layanan, harga, promosi, kualitas produk, IKEA Indonesia
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 20 087 |
| NIM/NIDN Creators: | 43116010169 |
| Uncontrolled Keywords: | Kualitas layanan, harga, promosi, kualitas produk, IKEA Indonesia |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 02 Mar 2022 08:28 |
| Last Modified: | 08 Mar 2022 01:44 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57109 |
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