PENGARUH KUALITAS PRODUK, HARGA DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA POLYGON (Studi pada keputusan pembelian sepeda Polygon di tengah pandemi)

WIDODO, YULI MAHARSI (2022) PENGARUH KUALITAS PRODUK, HARGA DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA POLYGON (Studi pada keputusan pembelian sepeda Polygon di tengah pandemi). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of product quality, price, and advertising on Polygon bicycle purchasing decisions. The population in this study are consumers of Polygon bicycles in the Jakarta area. Sampling using convenience sampling method obtained a number of 165 respondents. Data analysis method using Partial Least Square. This study proves that product quality, price and advertising have a significant and positive effect on purchasing decisions for Polygon bicycles. Keyword : Product Quality, Price, Advertising, Purchase Decision. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga, dan iklan terhadap keputusan pembelian sepeda Polygon. Populasi dalam penelitian ini adalah konsumen sepeda Polygon di daerah Jakarta. Pengambilan sampel menggunakan metode convenicence sampling yang didapat sejumlah 165 responden. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa kualitas produk, harga dan iklan berpengaruh secara signifikan dan positif terhadap keputusan pembelian sepeda Polygon. Kata Kunci : Kualitas Produk, Harga, Iklan, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 032
NIM/NIDN Creators: 43116110218
Uncontrolled Keywords: Kualitas Produk, Harga, Iklan, Keputusan Pembelian.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
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: Dede Muksin Lubis
Date Deposited: 07 Jul 2022 07:44
Last Modified: 07 Jul 2022 07:44
URI: http://repository.mercubuana.ac.id/id/eprint/64735

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