PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MODEM BOLT SUPER 4G LTE (Studi Kasus Pada Universitas Mercu Buana Menteng)

RAMADHAN, NUGRAHA (2019) PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MODEM BOLT SUPER 4G LTE (Studi Kasus Pada Universitas Mercu Buana Menteng). S1 thesis, Universitas Mercu Buana.

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Abstract

Internet has become a necessity that can not be separated from the life of people in Indonesia. Fast internet connection, making everyone easy to access various information and connect without cross-border. Internet in Indonesia over time arguably following the development of information and communication technology. This study aims to determine the effect of price, product quality and promotion on purchasing decision modem Bolt Super 4G LTE. The instrument of data collection used is questionnaire which measured by likert scale. The number of respondents in this study as many as 102 respondents with the criteria used are students of Mercu Buana University Menteng, Jakarta and is a modem user of Bolt Super 4G LTE. Data analysis method in this research using Component or Variance Based Structural Equation Modeling where in data processing using Partial Least Square Program (PLS-PLS) version 3.0 PLS (Partial Least Square) is a method of variance based SEM. PLS is intended for causal-predictive analysis in situations of high complexity and low theory support (Ghozali, 2014). Keywords: Price, Product Quality, Promotion and Purchase Decision Internet kini sudah menjadi kebutuhan yang tidak terlepas dari kehidupan masyarakat di Indonesia. Koneksi internet yang cepat, membuat setiap orang mudah dalam mengakses berbagai informasi dan terhubung tanpa lintas batas. Internet di Indonesia seiring dengan waktu bisa dibilang mengikuti perkembangan teknologi informasi dan komunikasi. Penelitian ini bertujuan untuk mengetahui pengaruh harga, kualitas produk dan promosi terhadap keputusan pembelian modem Bolt Super 4G LTE. Instrumen pengumpulan data yang digunakan adalah kuesioner yang diukur dengan skala likert. Jumlah responden dalam penelitian ini sebanyak 102 responden dengan kriteria yang digunakan adalah mahasiswa Universitas Mercu Buana Menteng, Jakarta dan merupakan pengguna modem Bolt Super 4G LTE. Metode analisis data dalam penelitian ini menggunakan Component atau Variance Based Structural Equation Modeling dimana dalam pengolahan datanya menggunakan program Partial Least Square (Smart-PLS) versi 3.0 PLS (Partial Least Square) adalah metode dari variance based SEM. PLS dimaksudkan untuk causal-predictive analysis dalam situasi kompleksitas yang tinggi dan dukungan teori yang rendah (Ghozali, 2014). Kata Kunci: Harga, Kualitas Produk, Promosi dan Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 780
NIM/NIDN Creators: 43114110181
Uncontrolled Keywords: Harga, Kualitas Produk, Promosi dan Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer > 003.56 Decision Theory/Teori Keputusan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 10 Jun 2022 09:29
Last Modified: 10 Jun 2022 09:29
URI: http://repository.mercubuana.ac.id/id/eprint/63117

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