Furkon, Acep Muhamad (2018) PENGARUH KUALITAS PRODUK, HARGA, DAN PENJUALAN LANGSUNG TERHADAP KEPUTUSAN PEMBELIAN INTRAOCULAR LENS PADA PT. GAUDIUM VITAE, JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aims to examine and analyze the effect of the product quality, price and penjualan langsung on purchasing decisions product intraocular lens at Gaudum Vitae company. The independent variable product quality, price and personal selling affect the purchase decision as the dependent variable. The population in this study were consumers of Gaudium Vitae. Samples were taken of 42 respondents method through angket filled out by customers. Then, the data obtained were analyzed using regression analysis. This analysis includes the validity test, descriptive statistical test, classic assumption test, hypothesis test. The result of research both partially and simultaneously the quality product, price and personal selling have a positive and significant effect on purchasing decisions. Keyword : Product Quality, Price, Personal Selling, Purchase Dicisions Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kualitas produk, harga dan penjualan langsung terhadap keputusan pembelian intraocular lens pada PT. Gaudium Vitae. Dimana variabel independen yaitu kualitas produk, harga dan penjualan langsung mempengaruhi keputusan pembelian sebagai variabel dependennya. Populasi dalam penelitian ini adalah konsumen PT. Gaudium Vitae. Sampel diambil sebanyak 42 orang responden melalui angket yang diisi oleh responden. Kemudian data yang diperoleh dianalisis dengan menggunakan analisis regresi linier berganda. Analisis ini meliputi uji validitas, uji statistik deskriptif, uji asumsi klasik, uji hipotesa. Hasil penelitian baik secara parsial maupun simultan kualitas produk, harga dan penjualan langsung berpengaruh postif dan signifikan terhadap keputusan pembelian intraocular lens pada PT. Gaudium Vitae. Kata kunci : Kualitas Produk, Harga, Penjualan langsung dan Keputusan Pembelian
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-18-120 |
| NIM/NIDN Creators: | 55116120136 |
| Uncontrolled Keywords: | Product Quality, Price, Personal Selling, Purchase Dicisions, Kualitas Produk, Harga, Penjualan langsung dan Keputusan Pembelian, MPS, 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: | 30 Mar 2022 00:05 |
| Last Modified: | 24 Jun 2022 04:17 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/59032 |
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