PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK TEH GELAS (Studi Kasus Mahasiswa Universitas Mercu Buana Jakarta Barat)

HARTONO, BENNY BUDI (2018) PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK TEH GELAS (Studi Kasus Mahasiswa Universitas Mercu Buana Jakarta Barat). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of product quality, price, brand image and promotion towards purchase decision of Gelas Tea product. The primary data were derived from questionnaire and the secondary data were from company statistics. The population of the research was all college student in Mercu Buana University west Jakarta. The method of analysis used in this study is multiple linear regression. The results show that product quality, price, brand image and promotion together have a significant effect on purchasing decisions. Partially product quality, price and brand image have a significant positive effect on purchasing decision. While promotion haven’t a significant positive effect on purchasing decision. The most price is powerfull variable of influence on purchasing decisions. Keywords: product quality,price, brand image,promotion, purchase decision. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga, citra merek dan promosi pada produk Teh Gelas. Data penelitian yang digunakan adalah data primer yang berasal dari kuisoner dan data sekunder yang berasal dari data perusahaan. Metode sampling yang digunakan adalah metode nonprobabilitas. Populasi berasal dari seluruh mahasiswa Universitas Mercu Buana Jakarta Barat. Metode analisis yang digunakan dalam penelitian ini adalah regresi linier berganda. Hasil penelitian menunjukan kualitas produk, harga, citra merek dan promosi secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian. Secara parsial kualitas produk, harga dan citra merek berpengaruh signifikan positif terhadap keputusan pembelian, sedangkan promosi tidak berpengaruh secara signifikan terhadap keputusan pembelian. Harga merupakan variabel yang sangat kuat pengaruhnya terhadap keputusan pembelian. Kata kunci : kualitas produk, harga, citra merek, promosi, kepu

Item Type: Thesis (S2)
NIM/NIDN Creators: 55116110166
Uncontrolled Keywords: kualitas produk, harga, citra merek, promosi, kepu
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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
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 > 658.7 Management of Supplies/Manajemen Persediaan
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 17 May 2023 07:20
Last Modified: 17 May 2023 07:20
URI: http://repository.mercubuana.ac.id/id/eprint/77275

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