PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP PROSES KEPUTUSAN PEMBELIAN SEPATU NEW BALANCE (Studi pada Mahasiswa/i Pengguna Produk Sepatu Merek New Balance di Universitas Mercu Buana Jakarta)

AMIRUL, MOCHAMAD FARIZ (2020) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP PROSES KEPUTUSAN PEMBELIAN SEPATU NEW BALANCE (Studi pada Mahasiswa/i Pengguna Produk Sepatu Merek New Balance di Universitas Mercu Buana Jakarta). S1 thesis, Universitas Mercu Buana.

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Abstract

This study examines the effect of Brand Image and Product Quality on the Purchasing Decision process on New Balance shoe users. This research was conducted on New Balance shoe users who are domiciled in the Mercu Buana Jakarta campus with a total sample of 110 people who were determined using Purposive sampling method. Brand Image is measured using a scale which consists of 13 items, Product Quality measured using a scale consists of 24 items, and Purchase Decision using a scale consists of 18 items. This study uses Multiple Linear Regression to show the effect of each variable on Purchasing Decisions. The results of the research partially showed that Brand Image had no effect on Purchasing Decisions, While Product Quality significantly affected 30.2% of Purchase Decisions. But simultaneously the Brand Image and Product Quality affect only 15.2% of the Purchasing Decision. Keywords: Brand Image, Product Quality, and Purchasing Decisions. Penelitian ini menguji pengaruh Citra Merek dan Kualitas Produk terhadap proses Keputusan Pembelian pada pengguna sepatu New Balance. Penelitian ini dilakukan pada pengguna sepatu New Balance yang berdomisili di kampus Mercu Buana Jakarta dengan jumlah sampel sebanyak 110 orang yang ditentukan dengan menggunakan metode pengambilan sampel Purposive. Citra Merek diukur dengan menggunakan skala yang terdiri dari 13 item, Kualitas Produk diukur dengan menggunakan skala yang terdiri dari 24 item, dan Keputusan Pembelian menggunakan skala yang terdiri dari 18 item. Penelitian ini menggunakan Regresi Linier Berganda untuk menunjukkan pengaruh dari setiap variabel terhadap Keputusan Pembelian. Hasil penelitian secara parsial menunjukkan bahwa Citra Merek tidak berpengaruh terhadap Keputusan Pembelian, Sedangkan Kualitas Produk secara signifikan berpengaruh 30,2% terhadap Keputusan Pembelian. Namun secara simultan Citra Merek dan Kualitas Produk berpengaruh hanya 15,2% terhadap Keputusan Pembelian. Kata kunci: Citra Merek, Kualitas Produk, dan Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FP/PSI. 19 265
NIM/NIDN Creators: 46113010090
Uncontrolled Keywords: Citra Merek, Kualitas Produk, dan Keputusan Pembelian.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
Divisions: Fakultas Psikologi > Psikologi
Depositing User: Dede Muksin Lubis
Date Deposited: 07 Mar 2022 08:27
Last Modified: 08 Jun 2022 03:32
URI: http://repository.mercubuana.ac.id/id/eprint/57364

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