PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PROMOSI TERHADAP PEMBELIAN ULANG PRODUK DARI PT. SEPATU BATA

ANIDA, NUR (2021) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PROMOSI TERHADAP PEMBELIAN ULANG PRODUK DARI PT. SEPATU BATA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to identity the influence Quality Product, Brand Image and Promotion on Repeat Purchase in PT.Sepatu Bata. The subjects in this study were consumers who already have Bata Shoe products are more than two. The sample used in this study was 110 respondents. The sampling technique using a convenience sampling. By using quantitative descriptive approach. Therefore, the analysis of the data used is the statistical analysis in the form of SEM-PLS The results of this study showed Quality Product has a significant positive effect on the Repeat Purchase. Brand Image has a significant positive effect on the Repeat Purchase and Promotion has a significant positive effect on the Repeat Purchase. Keyword: Quality Product, Brand Image, Promotion, Repeat Purchase ,PT.Sepatu Bata. Penelitian ini untuk mengetahui pengaruh Kualitas Produk, Citra Merek dan Promosi terhadap Pembelian ulang pada produk dari PT.Sepatu Bata. Subjek pada penelitian ini adalah konsumen yang sudah memiliki produk sepatu bata lebih dari dua. Sample yang digunakan dalam penelitian ini adalah sebanyak 110 responden. Teknik pengambilan sample menggunakan convenience sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data ini menunjukkan bahwa Kualitas Produk berpengaruh positif signifikan terhadap Pembelian Ulang. Citra Merek berpengaruh positif signifikan terhadap Pembelian Ulang dan Promosi berpengaruh positif signifikan terhadap Pembelian Ulang. Kata kunci : Kualitas Produk, Citra Merek, Promosi, Pembelian Ulang, PT.Sepatu Bata.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43117010139
Uncontrolled Keywords: Kualitas Produk, Citra Merek, Promosi, Pembelian Ulang, PT.Sepatu Bata.
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.2 Plant Management/Manajemen Pabrik
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: Dede Muksin Lubis
Date Deposited: 21 Mar 2023 03:46
Last Modified: 21 Mar 2023 03:46
URI: http://repository.mercubuana.ac.id/id/eprint/75339

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