FARIBASA, FIDHA (2021) Analisis Pengaruh Strategi Pemasaran,Promosi,dan Kualitas Pelayanan Terhadap Keputusan Pembelian ( studi pada perusahaan PT Karya Laksana Adhiarja). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of marketing strategies, promotion and service quality on Purchasing Decisions. The object of this research is the customers of PT. Laksanana Adhiarja's work. This research was conducted on 215 respondents using a quantitative descriptive approach. The sample size was determined using the convenience sampling technique. Methods of data collection using survey methods, with the research instrument is a questionnaire. The approach used in this research is the Structural Equation Model (SEM) with the Smart-PLS analysis tool. This study proves that the marketing strategy has a positive and significant effect on purchasing decisions. Promotion has a positive and significant effect on purchasing decisions. Service quality has a positive and significant effect on purchasing decisions. Keywords: Marketing Strategy, Promotion, Service Quality and Purchasing Decisions Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran, promosi dan kualitas pelayanan terhadap keputusan pembelian. Objek penelitian ini adalah pelanggan PT. Karya Laksana Adhiarja. Penelitian ini dilakukan terhadap 215 responden dengan menggunakan pendekatan deskriptif kuantitatif. Penentuan ukuran sampel menggunakan teknik Convenience sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Penelitian ini membuktikan bahwa strategi pemasaran berpengaruh positif dan signifikan terhadap keputusan pembelian. Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Strategi Pemasaran, Promosi, Kualitas Pelayanan dan Keputusan Pembelian
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43116120122 |
| Uncontrolled Keywords: | Strategi Pemasaran, Promosi, Kualitas Pelayanan dan Keputusan Pembelian |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 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 04:04 |
| Last Modified: | 13 Jul 2023 04:04 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79105 |
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