PENGARUH KUALITAS PRODUK, DESAIN PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SEPATU KULIT BRODO STUDI KASUS DI JAKARTA SELATA

JULIYANTO, TEGUH (2022) PENGARUH KUALITAS PRODUK, DESAIN PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SEPATU KULIT BRODO STUDI KASUS DI JAKARTA SELATA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the effect of product quality, product design, and brand image on purchasing decisions for brodo leather shoes. The subjects of this research are the people of South Jakarta, both men and women aged 17-35 years who have not used Brodo leather shoes. This research is a quantitative type that uses primary data. The sample used in this study was 150 respondents. The sampling method was carried out by the Purposive Sampling method. This study uses SEM data analysis techniques and data processing using Partial Least Square (PLS). The results showed that product quality had a positive but not significant effect on purchasing decisions for Brodo Leather Shoes in South Jakarta. The results showed that product design had a positive and significant effect on purchasing decisions for Brodo leather shoes in South Jakarta and brand image had a positive and significant effect on purchasing decisions for brodo leather shoes in South Jakarta. Keywords: Product Quality, Product Design, Brand Image, Purchase Decision, Brodo Leather Shoes Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, desain produk, dan citra merek terhadap keputusan pembelian produk sepatu kulit brodo. Subjek penelitian ini adalah masyarakat Jakarta Selatan baik pria maupun wanita yang berusia 17-35 tahun yang belum menggunakan produk sepatu kulit brodo. Penelitian ini merupakan jenis kuantitatif yang menggunakan data primer. Sampel yang digunakan dalam penelitian ini adalah 150 responden. Metode pengambilan sampel dilakukan dengan metode Purposive Sampling. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan Partial Least Square (PLS). Hasil penelitian menunjukan bahwa Kualitas Produk memiliki pengaruh positif namun tidak signifikan terhadap Keputusan Pembelian Pada Produk Sepatu Kulit Brodo di Jakarta Selatan. Hasil penelitian menunjukkan Desain Produk memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian Pada Produk Sepatu Kulit Brodo di Jakarta Selatan dan Citra Merek memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian Pada Produk Sepatu Kulit Brodo di Jakarta Selatan. Kata Kunci: Kualitas Produk, Desain Produk, Citra Merek, Keputusan Pembelian, Sepatu Kulit Brodo

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 088
NIM/NIDN Creators: 43118010108
Uncontrolled Keywords: Kualitas Produk, Desain Produk, Citra Merek, Keputusan Pembelian, Sepatu Kulit Brodo
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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.436 File System Management Programs/Program Manajemen Sistem File
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 11 Aug 2022 08:24
Last Modified: 11 Aug 2022 08:24
URI: http://repository.mercubuana.ac.id/id/eprint/67391

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