RAMADHAN, HARI (2015) ANALISIS PENGARUH HARGA, KERAGAMAN PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO ONLINE ZAIM E-STORE. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Research on consumer purchasing decisions on an online store product pretty much done. This study aims to examine the return on the factors that influence consumer purchase decisions on an online store. The factors used are price, product diversity and service quality are hypothesized to influence the purchasing decisions. Samples in this research are only a part of the entire customer shopping on an online store Zaim e-Store. The analytical method used to analyze the effect of variable price, product diversity and service quality to the purchasing decision is by using multiple regression analysis. Results indicate that the regression coefficient prices have the most influence is small compared to the diversity of products and quality of service. In partial test, diversity of products and service quality have positive and significant influence the purchase decision. Price has positive but not significantly influence the purchase decision. Simultaneously, the price, product diversity and service quality can influence the purchase decision. The coefficient of determination demonstrated by 55.4% of purchase decisions are influenced by the price variable, diversity of products and quality of service.. Whereas, the rest of the 44.6% is affected because of other variables which were not checked thoroughly by researchers. Keyword : Price, Product Diversity, Service Quality, Purchasing Decision
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-553-15-071 |
| NIM/NIDN Creators: | 55313110011 |
| Uncontrolled Keywords: | Price, Product Diversity, Service Quality, Purchasing Decision. MTI, MAGISTER TEKNIK INDUSTRI |
| Subjects: | 600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik |
| Divisions: | Pascasarjana > Magister Teknik Industri |
| Depositing User: | RIA SYAFITRI |
| Date Deposited: | 30 Jun 2022 06:11 |
| Last Modified: | 05 Jul 2022 03:29 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/64206 |
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