HASIBUAN, SAFRIL (2017) PENGARUH HARGA, PROMOSI, DAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMESCO. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh harga, promosi dan produk terhadap keputusan pembelian produk dengan responden pengunjung Smesco. Jenis penelitian ini adalah studi kasus. Populasinya adalah seluruh pengunjung smesco jakarta. Jumlah sampel sebanyak 75 responden. Teknik pengambilan sampel yang digunakan adalah teknik accidental Sampling. Teknik pengumpulan data yang digunakan adalah kuesioner. Teknik analisis data menggunakan teknik Regresi linear. Hasil analisis menunjukkan bahwa: (1). Harga secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian, (2). Promosi secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian, (3). Produk secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian, (4). Harga, promosi dan produk secara bersama-sama berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Harga, Promosi, Produk, Keputusan Pembelian. This study aims to determine the effect of perceived price, promotion and product on purchasing decisions in respondent of Smesco. This research is a case study. The population is all visitors smesco Jakarta. The total sample of 75 respondents. The sampling technique used accidental sampling technique. Data collection techniques used were questionnaires. Data were analyzed using linear regression techniques. The analysis showed that: (1). Price partially positive and significant influence on purchasing decisions, (2). Promotion partially positive and significant influence on purchasing decisions, (3). Product partially positive and significant influence on purchasing decisions, (4). Prices, promotions and products together positive and significant impact on purchasing decisions. Keywords: Price, Promotion, Product, Purchase Decision.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-17-006 |
| NIM/NIDN Creators: | 55114110267 |
| Uncontrolled Keywords: | Harga, Promosi, Produk, Keputusan Pembelian.Price, Promotion, Product, Purchase Decision., 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: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 30 Mar 2022 06:39 |
| Last Modified: | 20 Jun 2022 06:19 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/59108 |
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