PENGARUH KUALITAS PRODUK, PROMOSI, DAN CITRA MEREK TERHADAP MINAT BELI DAN DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Natracare di Jakarta Selatan)

WIHARTANTY, PANNY (2021) PENGARUH KUALITAS PRODUK, PROMOSI, DAN CITRA MEREK TERHADAP MINAT BELI DAN DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Natracare di Jakarta Selatan). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the influence of product quality, promotion, and brand image on buying interests and their impact on purchasing decisions. Theresearch object is natracare consumers in South Jakarta area. The sample used isas many as 99 consumers. The sample withdrawal method uses saturated sampletechniques. Data collection method using survey method with research instrument in the form of questionnaire. Data analysis method using Partial Least Square. Thisresearch proves that: 1) quality has a significant effect on buying interests. 2) promotions have no significant effect on buying interests. 3) brand Image hassignificant effect on buying interests. 4) quality has not significant effect onpurchasing decisions. 5) promotions have significant effect on purchasingdecisions. 6) brand image has significant effect on purchasing decisions. 7) buyinginterests have a significant impact in purchasing decisions. Keywords: Product Quality, Promotions, Brand Image, Buying Interests, Purchasing Decisions. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, promosi, dan citra merek terhadap minat beli dan dampaknya terhadap keputusanpembelian. Objek penelitian adalah konsumen Natracare di Jakarta Selatan. Sampel yang dipergunakan adalah sebanyak 99 konsumen. Metode penarikan sampel menggunakan teknik sampel jenuh. Metode pengumpulan data menggunakanmetode survey dengan instrument penelitian berupa kuesioner. Metode analisis datamenggunakan Partial Least Square. Penelitian ini membuktikan bahwa: 1) kualitasberpengaruh signifikan terhadap minat beli. 2) promosi tidak berpengaruhsignifikan terhadap minat beli. 3) citra merek berpengaruh signifikan terhadapminat beli. 4) kualitas tidak berpengaruh signifikan terhadap keputusan pembelian5) promosi berpengaruh signifikan terhadap keputusan pembelian 6) citra merekberpengaruh signifikan terhadap keputusan pembelian 7) minat beli memiliki dampak yang signifikan terhadap keputusan pembelian. Kata Kunci: Kualitas Produk, Promosi, Citra Merek, Minat Beli, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 504
Call Number: SE/31/23/137
NIM/NIDN Creators: 43114010294
Uncontrolled Keywords: Kualitas Produk, Promosi, Citra Merek, Minat Beli, Keputusan Pembelian.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental
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
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 29 Mar 2023 01:58
Last Modified: 29 Mar 2023 01:58
URI: http://repository.mercubuana.ac.id/id/eprint/75600

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