Sinaga, Prosensius (2015) PENGARUH KUALITAS PRODUK DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN MINYAK RAMBUT GATSBY DI UNIVERSITAS MERCU BUANA MENTENG PROGRAM PASCASARJANA TAHUN 2014. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This thesis was made in order to determine how much product quality and promotion effect to the purchase decision of minyak rambut Gatsby (hair oil product) in Mercu Buana University Menteng, Magister Management Program in 2014. The independent variables were examined in this study are product quality and promotion. The dependent variable studied is the purchase decisionof minyak rambut Gatsby (hair oil product) in Mercu Buana University Menteng, Magister Management Program in 2014. In this study, data collection was conducted using a Slovin method, a population in which all student inMercu Buana University Menteng, Magister Management Program in 2014 as many as 1182 peoples, with sample 93 peoples. Data collection method used is through literature review, observation, questionnaires and interviews. The study was conducted in Mercu Buana University Menteng, Magister Management Program in 2014, the number of respondents 93 peoples. From the results of this research note that the product quality and promotion has a positive and significant correlation to the purchase decision of minyak rambut Gatsby (hair oil product) in Mercu Buana University Menteng, Magister Management Program in 2014. Product quality has a higher correlation to the purchase decision of minyak rambut Gatsby (hair oil product) compared with promotion. Keywords: Product Quality, Promotion, Purchase Decision. Tesis ini dibuat dengan tujuan untuk mengetahui seberapa besar pengaruhkualitasprodukdanpromosipenjualanterhadapkeputusanpembelianminyak rambutgatsby di UniversitasMercuBuana Program PascaSarjanaMentengTahun 2014.Variabelbebas yang ditelitidalampenelitianiniadalahkualitasprodukdanpromosipenjualan.Sedangkanva riabelterikat yang ditelitiadalahkeputusanpembelianmahasiswa Program PascaSarjanaUniversitasMercuBuanaMentengTahun 2014.Dalampenelitianini, pengumpulan data dilakukandenganrumusslovinyaitudaripopulasisebanyak 1182 mahasiswa, makasampelnyasekitar 93 orang.Metode pengumpulan data yang digunakan adalah melalui studi pustaka, observasi, kuesioner dan interview. Penelitian dilakukan di Universitas Mercu Buana Program Pasca Sarjana Menteng tahun 2014 dengan responden sebanyak 93 orang. Dari hasil penelitian ini diketahui bahwakualitas produk dan promosi penjualan memiliki korelasi yang positif dan signifikan terhadap keputusan pembelian minyak rambut gatsby di Universitas Mercu Buana Menteng Program Pasca Sarjana tahun 2014. Kualitas produk memiliki korelasi yang lebih tinggi terhadap keputusan pembelian dibandingkan dengan promosi penjualan. Kata Kunci : Kualitas Produk, Promosi Penjualan, Keputusan Pembelian.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-15-139 |
| Call Number: | TM/51/15/041 |
| NIM/NIDN Creators: | 55112110087 |
| Uncontrolled Keywords: | Product Quality, promotion, purchase Desion kualiatas produk, promosi penjualan, keputusan pembelian, MPS, Manajemen pemasaran |
| 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 |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 19 May 2015 11:50 |
| Last Modified: | 30 Jun 2022 03:23 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/7137 |
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