MODEL KEPUTUSAN PEMBELIAN DAN PEMBELIAN ULANG : ANALISIS KUALITAS PRODUK DAN HARGA (Studi Kasus Pada Konsumen Smartphone Samsung Di Kota Jakarta)

FAUZI, DANDY HAFIDH (2021) MODEL KEPUTUSAN PEMBELIAN DAN PEMBELIAN ULANG : ANALISIS KUALITAS PRODUK DAN HARGA (Studi Kasus Pada Konsumen Smartphone Samsung Di Kota Jakarta). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine and analyze the effect of product quality and price on purchase decisions and their impact on repurchase on Samsung smartphone consumers in the city of Jakarta. The population in this study are consumers who have purchased and used Samsung smartphone products located in the city of Jakarta. The number of samples used is based on the number of indicators multiplied by 5 to obtain 180 respondents. The research data was obtained through a survey conducted using a questionnaire and data analysis using Partial Least Square (PLS) version 3.0. The results showed that product quality and price had a positive and significant effect on purchasing decisions, product quality had no effect on repurchase, prices and purchasing decisions had a positive and significant effect on repurchase, and purchasing decisions were unable to mediate the relationship between product quality and repurchase. but able to mediate the relationship between price and repurchase. Keywords: Product Quality, Price, Purchase Decision, Repurchase Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas produk dan harga terhadap keputusan pembelian serta dampaknya terhadap pembelian ulang pada konsumen smartphone Samsung di Kota Jakarta. Populasi dalam penelitian ini adalah konsumen yang pernah membeli dan menggunakan produk smartphone Samsung yang berlokasi di Kota Jakarta. Jumlah sampel yang digunakan berdasarkan jumlah indikator dikalikan 5 sehingga diperoleh 180 responden. Data penelitian diperolah melalui survey yang dilakukan menggunakan kuesioner dan analisis data menggunakan Partial Least Square (PLS) versi 3.0. Hasil penelitian menunjukkan bahwa kualitas produk dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas produk tidak berpengaruh terhadap pembelian ulang, harga dan keputusan pembelian berpengaruh positif dan signifikan terhadap pembelian ulang, serta keputusan pembelian tidak mampu memediasi hubungan antara kualitas produk terhadap pembelian ulang, namun mampu memediasi hubungan antara harga terhadap pembelian ulang. Kata Kunci : Kualitas Produk, Harga, Keputusan Pembelian, Pembelian Ulang

Item Type: Thesis (S2)
NIM/NIDN Creators: 55119010004
Uncontrolled Keywords: Kualitas Produk, Harga, Keputusan Pembelian, Pembelian Ulang
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
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 > 658.7 Management of Supplies/Manajemen Persediaan
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: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 29 Sep 2023 04:46
Last Modified: 29 Sep 2023 04:46
URI: http://repository.mercubuana.ac.id/id/eprint/81643

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