PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TOKOPEDIA

FAUZAN, RIZIQ (2022) PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TOKOPEDIA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the effect of product quality, price and promotion on purchasing decisions on Tokopedia E-Commerce. This research data is data taken from secondary data of companies and primary data obtained from processing questionnaire data filled out by consumers who have transacted at Tokopedia. The number of samples used as many as 109 respondents and the analysis technique used in this study was to use Partial Least Square (PLS) analysis. The findings of previous researchers show that product quality, price and promotion have a positive and significant effect on purchasing decisions. Keywords : Product Quality, Price, Promotion, Purchase Decision Penelitian ini bertujuan untuk mengkaji dan menganalisis pengaruh dari Kualitas produk, Harga dan Promosi terhadap Keputusan Pembelian pada E-Commerce Tokopedia. Data penelitian ini merupakan data yang diambil dari data sekunder perusahaan dan data primer yang didapat dari pengolahan data kuesioner yang diisi oleh konsumen yang telah bertransaksi di Tokopedia. Jumlah sampel yang digunakan sebanyak 109 responden dan Teknik analisis yang digunakan dalam penelitian ini adalah dengan menggunakan analisis Partial Least Square (PLS). Hasil temuan peneliti terdahulu menunjukan bahwa KualitasProduk, Harga dan Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata kunci : Kualitas Produk, Harga, Promosi, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 397
NIM/NIDN Creators: 43118010442
Uncontrolled Keywords: Kualitas Produk, Harga, Promosi, Keputusan Pembelian
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
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
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: 25 Jan 2023 04:03
Last Modified: 25 Jan 2023 04:03
URI: http://repository.mercubuana.ac.id/id/eprint/73692

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