Mujiyo, (2019) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK TEH GELAS. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aims to examine and analyze the effect of Product Quality, Price and Promotion on Decisions of Purchasing Tea Glass (Case Study of Students of SMK Assa'adatul Abadiyah Islamic School in West Jakarta). The research population was 1.220, sampling size using Slovin formula as many as 175 students respondents. The sampling technique used was non probability sampling by using purposive sampling system. Quantitative analysis in this study includes validity and reliability classical assumption, determination coefficient R2 , F test, t test and multiple regression analysis. The results showed that the Quality of Products, Prices and Promotions partially or simultaneously have significant effect on the Decision of Purchasing Tea Gelas. The strongest variable influences the decision to purchase Teh Gelas is promotion. The results of the correlation test between the highest dimensions of the product quality variable are indicated by durability with the information search dimension, on the price variable dimension of the payment method with the dimensions of the purchase decision and on the promotion variable indicated by the personal sales dimension with the need recognition. Keywords: product quality, prices, promotions, decisions of purchasing. Penelitian ini bertujuan menguji dan menganalisis pengaruh Kualitas Produk, Harga dan Promosi terhadap Keputusan Pembelian Produk Teh Gelas (Studi Kasus Siswa SMK Islam Assa’adatul Abadiyah Jakarta Barat). Populasi penelitian sebanyak 1.220, pengambilan sampel menggunakan rumus Slovin diperoleh sebanyak 175 siswa sebagai responden. Teknik sampling yang digunakan adalah non probability sampling dengan menggunakan sistem purposive sampling yang dianggap memiliki peluang yang sama. Analisis kuantitatif pada penelitian ini meliputi Uji validitas dan reliabilitas, Uji asumsi klasik, koefisien determinasi R2 , Uji F, Uji t dan analisis regresi berganda. Hasil penelitian menunjukkan Kualitas Produk, Harga dan Promosi baik secara parsial maupun simultan berpengaruh signifikan positif terhadap terhadap Keputusan Pembelian Produk Teh Gelas. Variabel yang paling berpengaruh terhadap Keputusan Pembelian Produk Teh Gelas adalah Promosi. Hasil uji korelasi antar dimensi tertinggi pada variabel kualitas produk daya tahan dengan dimensi pencarian informasi, pada variabel harga dimensi cara pembayaran dengan dimensi keputusan pembelian dan pada variabel promosi ditunjukkan oleh dimensi penjualan personal dengan dimensi pengenalan kebutuhan.
| Item Type: | Thesis (S2) |
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| NIM/NIDN Creators: | 55116010012 |
| Uncontrolled Keywords: | product quality, prices, promotions, decisions of purchasing. pruduk, harga, promosi, 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 |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 14 Mar 2022 07:47 |
| Last Modified: | 14 Mar 2022 07:47 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57935 |
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