SUTIYONO, RENDY (2021) PENGARUH HARGA, CITRA MEREK, DAN LAYANAN PURNA JUALPRODUK BAJA TULANGAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PT. KRAKATAUWAJATAMA OSAKA STEEL MARKETING. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to determine the effect of Price, Brand Image and After SalesService of Reinforcing Steel Products on Consumer Purchasing Decisions of PT. Krakatau Wajatama Osaka Steel Marketing. This research was conducted on 265respondents PT. Krakatau Wajatama Osaka Steel Marketing spread all overIndonesia. The research data collection method uses a questionnaire with SEM(Structural Equation Modeling) data analysis which is described in theApplication of Model Evaluation of PLS (Partial Least Square) - SEM. Theresults of this study indicate that the variable price has a positive and significant effect on Purchasing Decisions. Brand Image Variable has positive andsignificant effect on Purchasing Decisions. While the After Sales Service variablealso has a positive and significant effect on Purchasing Decisions. Keywords : Price, Brand Image, After Sales Service, Purchasing Decisions, Evaluation of PLS - SEM Model Penelitian ini bertujuan untuk mengetahui pengaruh Harga, Citra Merek dan LayananPurna Jual Produk Baja Tulangan terhadap Keputusan Pembelian Konsumen PT. Krakatau Wajatama Osaka Steel Marketing. Penelitian ini dilakukan terhadapresponden sebanyak 265 konsumen PT. Krakatau Wajatama Osaka Steel Marketingyang tersebar di seluruh Indonesia. Metode pengumpulan data penelitianmenggunakan kuesioner dengan analisis data SEM (Structural Equation Modelling) yang di jabarkan pada aplikasi Evaluasi Model PLS (Partial Least Square) - SEM . Hasil penelitian ini menunjukan bahwa variabel Harga berpengaruh positif dansignifikan terhadap Keputusan Pembelian. Variabel Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Sedangkan variable Layanan PurnaJual juga berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci : Harga, Citra Merek, Layanan Purna Jual, Keputusan Pembelian, Evaluasi Model PLS - SEM
| Item Type: | Thesis (S2) |
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| NIM/NIDN Creators: | 55117120168 |
| Uncontrolled Keywords: | Harga, Citra Merek, Layanan Purna Jual, Keputusan Pembelian, Evaluasi Model PLS - SEM |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian > 334.5 Consumer Cooperatives/Koperasi Konsumen 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 05 Jul 2023 06:05 |
| Last Modified: | 05 Jul 2023 06:05 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78747 |
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