Noviantoro, Fajar (2015) PENGARUH HARGA, PRODUK KNOWLEDGE DAN CITRA TOKO TERHADAP MINAT BELI KONSUMEN DI DISC TARRA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
|
Text (Cover)
Hal Cover.pdf Download (260kB) | Preview |
|
|
Text (Abstrak)
Abstrack.pdf Download (192kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Bab 1)
BAB 1.pdf Restricted to Registered users only Download (299kB) |
|
|
Text (Bab 2)
BAB 2.pdf Restricted to Registered users only Download (294kB) |
|
|
Text (Bab 3)
BAB 3.pdf Restricted to Registered users only Download (308kB) |
|
|
Text (Bab 4)
BAB 4.pdf Restricted to Registered users only Download (346kB) |
|
|
Text (Bab 5)
BAB 5.pdf Restricted to Registered users only Download (534kB) |
|
|
Text (Bab 6)
BAB 6.pdf Restricted to Registered users only Download (165kB) |
|
|
Text (Daftar Pustaka)
Hal Daftar Pustaka dan Lampiran.pdf Restricted to Registered users only Download (1MB) |
Abstract
This study aims to examine and analyze the effect of price, product knowledge and store image of purchase intention at Disc Tarra. Sales report starting from 2012 – 2014 was taken for research data in 7 months of observation period (May – Desember 2014). Convenience sampling was use as sampling method taken by population of all Disc Tarra consumers. Multiple linier regression used for method of analysis study. The result showed price, product knowledge and store image simultaneously were having significant influence to purchase intention. Partially price had been positive significant effect on purchase intention, product knowledge had been positive effect on purchase intention as well and store image had been positive effect on purchase intention. Store image is the biggest significant variable in influencing Disc Tarra consumers purchase intention. Keywords : Price, Product Knowledge, Store Image, Purchase Intention Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Harga, Product Knowledge dan Citra Toko terhadap Minat Beli konsumen di Disc Tarra. Data penelitian merupakan data penjualan Disc Tarra dari tahun 2012 - 2014 yang diperoleh dari hasil observasi di Disc Tarra (Mei – Desember 2014). Metode sampling yang digunakan adalah convenience sampling dari populasi konsumen Disc Tarra yang memenuhi kriteria sebagai sample. Metode analisis yang digunakan dalam penelitian ini adalah regresi berganda. Hasil Penelitian menunjukan bahwa Harga, Product Knowledge dan Citra Toko secara bersama sama (simultan) berpengaruh secara signifikan terhadap Minat Beli. Secara parsial menunjukan bahwa faktor harga pasti berpengaruh positif dan signifikan terhadap minat beli, faktor Product Knowledge juga berpengaruh positif dan signifikan terhadap minat beli, dan faktor citra toko berpengaruh positif dan signifikan terhadap Minat beli. Citra toko merupakan variable yang paling kuat pengaruhnya terhadap minat beli di Disc Tarra. Kata kunci : Harga, Product Knowledge, Citra Toko, Minat Beli
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-15-263 |
| NIM/NIDN Creators: | 55112120070 |
| Uncontrolled Keywords: | Harga, Product Knowledge, Citra Toko, Minat Beli. 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: | 25 Sep 2015 11:29 |
| Last Modified: | 22 Jul 2022 05:01 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/7251 |
Actions (login required)
 |
View Item |
