PENGARUH KUALITAS PRODUK, GAYA HIDUP DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK UNITED PADA SAAT PANDEMI COVID-19

SINAGA, AMOS PINKA (2021) PENGARUH KUALITAS PRODUK, GAYA HIDUP DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK UNITED PADA SAAT PANDEMI COVID-19. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of product quality, lifestyle and brand image on United's consumer purchasing decisions during the COVID-19 pandemic. This research was conducted on 210 respondents using a quantitative descriptive approach. Therefore, the data analysis used is statistical analysis with Output processing software with SPSS 23, 2020 and primary data is processed using Smart-PLS, 2020. The results of this study indicate that by means of the t test (bootsrapping) the independent variables are product quality, lifestyle. and brand image has a positive and significant effect on the dependent variable of consumer purchasing decisions at United during the COVID-19 pandemic Keyword: Quality Product, Lifestyle, Brand Image, Consumer Purchasing Decisions at United During the COVID-19 Pandemic Penelitian ini bertujuan untuk mengetahui Pengaruh Kualitas Produk, Gaya Hidup dan Citra Merek Terhadap Keputusan Pembelian Produk United Pada Saat Pandemi COVID-19. Penelitian ini dilakukan terhadap 210 responden dengan menggunakan pendekatan deskriptif kauntitatif. Oleh karena itu, analisis data yang digunakan adalah analisis statistic dengan software Output pengolahan dengan SPSS 23, 2020 dan data primer diolah dengan menggunakan Smart-PLS, 2020. Hasil penelitian ini menunjukan bahwa secara uji t bootsrapping variabel independent kualitas produk, gaya hidup dan citra merek berpengaruh positif dan signifikan terhadap variabel dependen keputusan pembelian produk United pada saat pandemic COVID-19 Kata Kunci: Kualitas Produk, Gaya Hidup, Citra Merek, Keputusan Pembelian Produk United Pada Saat Pandemi COVID-19

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43116120310
Uncontrolled Keywords:	Kualitas Produk, Gaya Hidup, Citra Merek, Keputusan Pembelian Produk United Pada Saat Pandemi COVID-19
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 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ADELINA HASNA SETIAWATI
Date Deposited:	25 Jul 2023 07:22
Last Modified:	25 Jul 2023 07:22
URI:	http://repository.mercubuana.ac.id/id/eprint/79606

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