ADIYASA, HENDIKA (2019) ANALISIS HARGA, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN MEMILIH TEMPAT PEMBELIAN VAPORIZER. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine and analyze the effect of price, promotion and service quality on choosing the place to buy vaporizer with survey on Hexohm Indonesia Community. Research data was taken from Association of Personal Vaporizer Indonesia. The sampling method used was purposive sampling. Samples of this research are 196 active vaporizer users who joined in Hexohm Indonesia Community. The method of analysis that used in this study was multiple linier regression. The results of this study showed the price, promotion and service quality simultaneously are having significant influence on choosing the place to buy vaporizer. Partially price has positive significant effect on choosing the place to buy vaporizer. Promotion and service quality also has positive significant effect on choosing the place to buy vaporizer. Price is the biggest significant variable in influencing on choosing the place to buy vaporizer which is the price affordability dimension has the biggest influence on choosing the place to buy vaporizer. Keywords : Price, Promotion, Service Quality, Purchase Decision. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh harga, promosi dan kualitas pelayanan terhadap keputusan memilih tempat membeli vaporizer dengan survei kepada komunitas Hexohm Indonesia. Data pada penelitian ini diambil dari data Asosiasi Personal Vaporizer Indonesia. Metode sampling yang digunakan adalah metode purposive sampling. Sampel pada penelitian ini adalah 196 pengguna vaporizer aktif yang tergabung dalam komunitas Hexohm Indonesia. Metode analisis yang digunakan dalam penelitian ini adalah regresi linier berganda. Hasil penelitian menunjukan bahwa harga, promosi dan kualitas pelayanan secara bersama sama berpengaruh secara signifikan terhadap keputusan pembelian konsumen pada vape store. Secara parsial harga berpengaruh secara signifikan positif terhadap keputusan memilih tempat membeli vaporizer. Promosi dan kualitas pelayanan juga berpengaruh secara signifikan positif terhadap keputusan memilih tempat pembelian vaporizer. Harga merupakan variabel paling besar pengaruhnya terhadap keputusan memilih tempat membeli vaporizer dimana dimensi yang paling mempengaruhi keputusan pembelian adalah keterjangkauan harga. Kata kunci : Harga, Promosi, Kualitas Pelayanan, Keputusan Pembelian
| Item Type: | Thesis (S2) |
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| Call Number CD: | CD/551. 19 291 |
| Call Number: | TM/51/19/078 |
| NIM/NIDN Creators: | 55115110074 |
| Uncontrolled Keywords: | Harga, Promosi, Kualitas Pelayanan, Keputusan Pembelian |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | ELMO ALHAFIIDH PUTRATAMA |
| Date Deposited: | 11 Sep 2023 08:31 |
| Last Modified: | 11 Sep 2023 08:31 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80684 |
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