PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MELALUI HARGA SEBAGAI VARIABEL MEDIASI RAPID ANTIGEN SARSCOV2 PADA PT. ROCHE DI DKI JAKARTA

KUSBIYANTARA, BENEDEKTUS WAHYU (2023) PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MELALUI HARGA SEBAGAI VARIABEL MEDIASI RAPID ANTIGEN SARSCOV2 PADA PT. ROCHE DI DKI JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze "The Effect of Product Quality and Promotion on Purchasing Decisions Through Price as a Mediating Variable for Rapid Antigen SARS-COV2 in PT. Roche In DKI Jakarta". The research design used by the authors in this study used quantitative research. In this study, the sample was a customer of PT. Roche 156 respondents. The sampling technique used in this study was Non-Probability Sampling. The analysis tool used is Partial Least Square (PLS). The results showed that (1) Product Quality has a positive and significant effect on Purchasing Decisions, (2) Promotion has a positive and significant effect on Purchasing Decisions, (3) Product Quality has a positive and significant effect on Price, (4) Promotion has a positive and significant effect on Price, (5) Price has a positive and significant effect on Purchasing Decisions, (6) Product Quality has a positive and significant effect on Purchasing Decisions through Price, (7) Promotions have a positive and significant effect on Purchasing Decisions through Price. The suggestions proposed in this study are so that PT Roche pays more attention to the needs and desires needed by consumers and ways that can attract consumers to be able to buy products. Keywords: Product Quality, Price, Promotion, Purchase Decision. Penelitian ini bertujuan untuk menganalisis “Pengaruh Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Melalui Harga Sebagai Variabel Mediasi Rapid Antigen SARS-COV2 Pada PT. Roche Di DKI Jakarta”. Desain penelitian yang digunakan penulis dalam penelitian ini menggunakan penelitian kuantitatif. Dalam penelitian ini sampelnya adalah pelanggan PT. Roche sejumlah 156 responden. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah Non-Probability Sampling. Adapun alat analisis yang digunakan adalah Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa (1) Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian, (2) Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian, (3) Kualitas Produk berpengaruh positif dan signifikan terhadap Harga, (4) Promosi berpengaruh positif dan signifikan terhadap Harga, (5) Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian, (6) Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian melalui Harga, (7) Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian melalui Harga. Saran yang diajukan pada penelitian ini agar PT Roche lebih memperhatikan kebutuhan dan keinginan yang dibutuhkan konsumen dan cara yang dapat menarik konsumen untuk dapat membeli produk. Kata kunci: Kualitas Produk, Harga, Promosi, Keputusan Pembelian.

Item Type: Thesis (S2)
Call Number CD: CD/551. 23 049
Call Number: TM/51/23/053
NIM/NIDN Creators: 55120120069
Uncontrolled Keywords: Kualitas Produk, Harga, Promosi, Keputusan Pembelian.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan
Divisions: Pascasarjana > Magister Manajemen
Depositing User: MILA RISKA
Date Deposited: 19 May 2023 03:41
Last Modified: 19 May 2023 03:41
URI: http://repository.mercubuana.ac.id/id/eprint/76081

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