Budiman, Ridwan (2020) ANALISIS PENGARUH ATRIBUT PRODUK DAN HARGA TERHADAP MINAT BELI WINE OLEH MANAJER RESTORAN YANG DIMEDIASI KEPERCAYAAN. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
The main objective of this research is to examine and analyze the effect of product attributes and prices on wine buying interest by restaurant managers who are mediated by trust, using a quantitative descriptive approach. The data in the study were obtained from 120 restaurant manager respondents. Data analysis in this study used an alternative method of structural equation modeling (SEM), namely partial least square (PLS). The first stage in this study was to test the validity of the questions for each variable along with its reliability. The second stage examines the relationship between product attributes, price and purchase interest mediated by trust. The results of this study indicate that the variable product attributes, price and trust have a positive and significant effect on purchase intention. Keywords: Product Attribute, Price ,Trust and Purchase Intention. Tujuan utama dari penelitian ini adalah untuk menguji dan menganalisis pengaruh atribut produk dan harga terhadap minat beli wine oleh manajer restoran yang di mediasi oleh kepercayaan, dengan menggunakan pendekatan deskriptif kuantitatif. Data dalam penelitian diperoleh dari 120 responden manajer restoran. Analisis data dalam penelitian ini menggunakan metode alternatif dari structural equation modeling (SEM) yaitu partial least square (PLS). Tahap pertama dalam penelitian ini untuk menguji validitas pertanyaan setiap variabel berikut dengan reliabilitasnya. Tahap kedua menguji hubungan antara produk atribut, harga dan minat beli dengan dimediasi kepercayaan. Hasil dari penelitian ini menyatakan bahwa variabel produk atribut, harga dan kepercayaan berpengaruh positif dan signifikan terhadap minat beli. Kata Kunci: Atribut Produk, Harga, Kepercayaan Dan Minat Beli.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43116110239 |
| Uncontrolled Keywords: | Product Attribute, Price ,Trust and Purchase Intention. Atribut Produk, Harga, Kepercayaan Dan Minat Beli. |
| 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: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | MYTHA ALVIANA SARI |
| Date Deposited: | 23 Apr 2022 02:23 |
| Last Modified: | 23 Apr 2022 02:23 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/60428 |
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