MODEL PENINGKATAN KEPUTUSAN PEMBELIAN KONSUMEN TERHADAP PRODUK FITTING DI TANGERANG RAYA

AMINUDIN, DINDIN (2019) MODEL PENINGKATAN KEPUTUSAN PEMBELIAN KONSUMEN TERHADAP PRODUK FITTING DI TANGERANG RAYA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

PT Surya Toto Indonesia is one of the famous sanitary wares producer currently experiencing a very tight competition from new comer local and overseas competitors and have been experiencing sales volume decrease within 2016 and 2017.. To maintain the continuity of its business it is necessary efforts to keep consumers using Toto brand of sanitary wares. In this study built the model of purchase decisions through Product attibutes, Quality of Product, Brand Image and After Sales Service.. The purpose of this study is to analyze the factors that affect the purchase decision of quality of product and corporate brand image. The research analytical unit is the consumer purchased of Toto brand of plumbing fittings within February to April 2018 and samples 105 customers with Hair technique. Analysis method with quantitative analysis. Technique analysis with Multiple Regression Analysis, Testing of partial hypothesis (t test) and simultaneous (test F) with alpha 5 percent. Before the analysis with multiple linear regression first in the test of the research questionnaire with validity and reliability test and classical assumption. SPSS version 22.0 analysis tool. Keywords: Purchase Decision, Product attributes, Quality of Product, Brand Image, After Sales Service PT Surya Toto Indonesia Tbk. merupakan produsen alat alat atau perlengkapan sanitasi ternama di Indonesia yang saat ini mengalami persaingan sangat ketat dengan masuknya kompetitor kompetitor baru baik lokal maupun dari luar negeri sehingga mengalami penurunan penjualan di tahun 2016 dan 2017. Untuk mempertahankan kelangsungan usahanya maka diperlukan upaya upaya agar konsumen tetap menggunakan produk perlengkapan sanitasi merk TOTO. Dalam penelitian ini dibangun model keputusan pembelian melalui Atribut Produk, Kualitas Produk (quality of product), Citra Merek (Brand Image) dan Pelayanan Purna Jual (PPJ). Tujuan penelitian ini adalah menganalisis faktor-faktor yang berpengaruh terhadap keputusan pembelian yaitu kualitas produk dan citra merek perusahaan. Unit analisis penelitian adalah konsumen yang melakukan pembelian produk fitting TOTO pada rentang bulan Februari sampai April 2018 dan sampelnya 105 pelanggan dengan teknik Hair. Metode analisis dengan analisis kuantitatif. Teknik analisis dengan Multiple Regression Analisis, Pengujian hipotesis parsial (uji t) dan simultan (uji F) dengan alpha 5 persen. Sebelum di analisis dengan regresi linier berganda terlebih dahulu di uji kuesioner penelitian dengan uji validitas dan realibilitas serta asumsi klasik. Alat bantu analisis SPSS versi 22.0. Keywords: Keputusan Pembelian, Atribut Produk, Kualitas Produk, Citra Merk, Pelayanan Purna Jual

Item Type: Thesis (S2)
Call Number CD: CD/551. 19 267
NIM/NIDN Creators: 55116110046
Uncontrolled Keywords: Keputusan Pembelian, Atribut Produk, Kualitas Produk, Citra Merk, Pelayanan Purna Jual
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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 25 Apr 2022 07:28
Last Modified: 25 Apr 2022 07:28
URI: http://repository.mercubuana.ac.id/id/eprint/60508

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