PENGARUH HARGA, KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Paket IndiHome Jakarta Timur)

PUTRI, AMELIA (2022) PENGARUH HARGA, KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Paket IndiHome Jakarta Timur). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study is to determine the effect of price, service quality and brand image on purchasing decisions. Management Study Program, Faculty of Economics and Business, Mercu Buana University. This study uses quantitative research methods with primary data sources. The population of this study is East Jakarta indihome users. The data in this study were collected by distributing questionnaires to 165 respondents, namely East Jakarta indihome users as a sample using accidental sampling or convenience sampling techniques. Measurements in this study used a Likert scale which was then processed using SPSS 26 and Smart Pls 3.3.9 analysis tools. The technique used in testing the data is instrument testing and hypothesis testing. The results showed that the price had no effect on purchasing decisions with a P-Value value of (0.416) Service quality has no effect on purchasing decisions with a P-Value value of (0.234). Brand image has an effect on purchasing decisions with a P-Value value of (0.002) Keywords: Price, Service Quality, Brand Image, Purchase Decision Tujuan dari penelitian ini yaitu untuk mengetahui pengaruh Harga, Kualitas Pelayanan dan Citra Merek Terhadap Keputusan Pembelian”. Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mercu Buana. Penelitian ini menggunakan metode penelitian kuantitatif dengan sumber data primer. Populasi dari penelitian ini yaitu pengguna indihome Jakarta Timur. Data di dalam penelitian ini dikumpulkan melalui penyebaran kuesioner kepada 165 responden yaitu pengguna indihome Jakarta Timur sebagai sampel dengan menggunakan teknik accidental sampling atau convenience sampling. Pengukuran pada penelitian ini menggunakan skala likert yang kemudian diolah dengan alat analisis SPSS 26 dan Smart Pls 3.3.9. Teknik yang digunakan dalam pengujian data adalah uji instrumen dan uji hipotesis. Hasil penelitian menunjukkan bahwa harga tidak berpengaruh terhadap keputusan pembelian dengan nilai P-Value sebesar (0,416). Kualitas pelayanan tidak berpengaruh terhadap keputusan pembelian dengan nilai P-Value sebesar (0,234). Citra merek berpengaruh terhadap keputusan pembelian dengan nilai P-Value sebesar (0,002) . Kata kunci: Harga, Kualitas Pelayanan, Citra Merek , Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 239
Call Number: SE/31/22/149
NIM/NIDN Creators: 43118010319
Uncontrolled Keywords: Harga, Kualitas Pelayanan, Citra Merek , 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
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: ADELINA HASNA SETIAWATI
Date Deposited: 21 Nov 2022 02:34
Last Modified: 21 Nov 2022 02:34
URI: http://repository.mercubuana.ac.id/id/eprint/71777

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