HALIMATUSSADIAH, IDA (2022) PENGARUH PROMOSI, HARGA , DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KASUR SPRINGBED OCEAN (Studi Kasus Pada Lottemart Fatmawati). S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh promosi, harga dan kualitas produk terhadap keputusan pembelian konsumen. Objeknya adalah Kasur springbed Ocean di Lottemart Fatmawati. Jenis penelitian yang digunakan adalah penelitian eksploratif dengan pendekatan deskriptif kuantitatif. Metode pengumpulan data menggunakan metode samping dengan metode accidental sampling, terdapat 100 total sampel yang merupakan konsumen di Lottemart Fatmawati. Data yang dikumpulkan melalui kuesioner. Analisis deskriptif dan analisis jalur digunakan sebagai teknik analisis data. Metode analisis data yang di gunakan adalah analisis regresi linier berganda. Hasil uji hipotesis menunjukan bahwa promosi, harga, dan kualitas produk berpengaruh positif signifikan terhadap keputusan pembelian Kasur springbed Ocean di Lottemart Fatmawati. Kata kunci: Promosi, Harga, Kualitas Produk, dan Keputusan Pembelian Konsumen. ABSTRACT This study aims to analyze the effect of promotion, price and product quality on consumer purchasing decisions. The object is the Ocean springbed mattress at Lottemart Fatmawati. The type of research used is exploratory research with a quantitative descriptive approach. The data collection method uses the side method with the side accidental method, there are 100 total samples who are consumers at Lottemart Fatmawati. Data collected through questionnaires. Descriptive analysis and path analysis were used as data analysis techniques. The data analysis method used is multiple linear regression analysis. The results of hypothesis testing show that promotion, price, and product quality have a significant positive effect on purchasing decisions for Ocean springbed mattresses at Lottemart Fatmawati. Keywords: Promotion, Price, and Product Quality, Consumer Purchase Decision.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ 22 076 |
| NIM/NIDN Creators: | 43117320033 |
| Uncontrolled Keywords: | Kata kunci: Promosi, Harga, Kualitas Produk, dan Keputusan Pembelian Konsumen. |
| 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 15 Oct 2022 07:16 |
| Last Modified: | 15 Oct 2022 07:16 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/70429 |
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