GANI, ABD. (2021) PENGARUH HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SIAP MINUM NESCAFE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to discuss what influences influence purchasing decisions on Nescafe ready-to-drink products. The independent variables obtained from the results of the preliminary survey are Price, Product Quality, and Brand Image. While the dependent variable obtained is the purchase decision. The data analysis method used Variance Based Structural Equation Modeling Partial Least Square (PLS). The population is people living in Meruya, with a sample of 120 respondents. The sampling technique used was convenience sampling. By using a quantitative descriptive approach. The results of this study indicate that price has a significant positive effect on purchasing decisions, product quality has a significant positive effect on purchasing decisions, and Brand Image has a significant negative effect on purchasing decisions. Keywords: Price, Product Quality, Brand Image, Purchase Decision Penelitian ini bertujuan untuk membahas mengenai pengaruh apa saja yang mempengaruhi keputusan pembelian pada produk siap minum Nescafe. Variabel independen yang didapatkan dari hasil survei pendahuluan adalah Harga, Kualitas Produk, dan Citra Merek. Sedangkan variabel dependen yang didapatkan adalah keputusan pembelian. Metode analisis data menggunakan Variance Based Structural Equation Modeling Partial Least Square (PLS). Populasinya adalah penduduk berwilayah tinggal di Meruya, dengan sampel 120 responden. Teknik pengambilan sampel menggunakan convenience sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa Harga berpengaruh positif signifikan terhadap keputusan pembelian, Kualitas Produk berpengaruh positif signifikan terhadap keputusan pembelian, serta Citra Merek berpengaruh Negatif signifikan terhadap keputusan pembelian. Kata kunci : Harga, Kualitas Produk, Citra Merek, Keputusan Pembelian
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43116010105 |
| Uncontrolled Keywords: | Harga, Kualitas Produk, Citra Merek, Keputusan Pembelian |
| 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 > 658.6 Quality Management/Manajemen Kualitas 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: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 13 Jul 2023 02:01 |
| Last Modified: | 13 Jul 2023 02:01 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79091 |
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