PENGARUH KUALITAS PRODUK, PROMOSI, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Shoes Cleaner Staytic Pada Tokopedia)

MUSLIH, SURYA NURMUHAMMAD (2022) PENGARUH KUALITAS PRODUK, PROMOSI, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Shoes Cleaner Staytic Pada Tokopedia). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to discuss the factors that influence purchasing decisions on ECommerce Staytic Stuff. The independent variables obtained from the results of the preliminary survey are product quality, promotion, and price. While the dependent variable to be obtained is the purchase decision. Methods of data analysis using Structural Equation Modeling Based Variance Partial Least Square (PLS) and Statistical Product and Service Solutions (SPSS).The sample that will be used in this study is the population living in the Mercu Buana University area, Jakarta, with a total of 200 respondents. The sampling technique used is the Stuctural Equation Model (SEM). By using a quantitative descriptive approach. The results of this study indicate that product quality has a significant positive effect on purchasing decisions, promotions have a significant positive effect on purchasing decisions and price has a significant positive effect on purchasing decisions. Keywords: product quality, promotion, price, purchase decision Penelitian ini bertujuan untuk membahas faktor-faktor yang mempengaruhi keputusan pembelian pada E-Commerce Staytic Stuff. Variabel bebas yang diperoleh dari hasil survei pendahuluan adalah Kualitas produk, Promosi, dan Harga. Sedangkan variabel terikat yang akan diperoleh adalah keputusan pembelian. Metode analisis data menggunakan Variance Based Structural Equation Modelling Partial Least Square (PLS) dan Statistical Product and Service Solutions (SPSS). Sample yang akan digunakan dalam penlitian ini adalah penduduk yang tinggal di wilayah Universitas Mercu Buana jakarta sebanyak 170 responden. Teknik pemambilan sample menggunakan Stuctural Equation Model (SEM). Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa kualitas produk sangat berpengaruh positif yang signifikan terhadap keputusan pembelian, promosi sangat berpengaruh positif yang signifikan terhadap keputusan pembelian dan harga sangat berpengaruh positif yang signifikan terhadap keputusan pembelian. Kata kunci : kualitas produk, promosi, harga, keputusan pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 190
NIM/NIDN Creators: 43118010380
Uncontrolled Keywords: kualitas produk, promosi, harga, keputusan pembelian
Subjects: 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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 26 Oct 2022 08:09
Last Modified: 26 Oct 2022 08:09
URI: http://repository.mercubuana.ac.id/id/eprint/70974

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