PENGARUH HARGA, KUALITAS PRODUK DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SAYUR MAYUR PASAR SARASWATI CILEDUG

IRAWAN, DONIH (2023) PENGARUH HARGA, KUALITAS PRODUK DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SAYUR MAYUR PASAR SARASWATI CILEDUG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The aim of this research is to test and analyze the influence of price, product quality and location on purchasing decisions for Saraswati market vegetable products. The population in this study were people who had bought vegetable products from the Saraswati Ciledug market and the sample in this study was 110 respondents. The sampling technique in this research uses non-probability sampling techniques. The data collection method uses a survey method, with research instruments in the form of questionnaires. The data analysis method uses Partial Least Square (PLS) software. This research proves that price has a positive and significant effect on purchasing decisions. Product quality has a positive and significant effect on purchasing decisions. Location has a positive and significant effect on purchasing decisions. Keywords: Price, Product Quality, Location and purchasing decisions Tujuan dalam penelitian ini adalah untuk menguji dan menganalisis pengaruh harga, kualitas produk dan lokasi terhadap keputusan pembelian pada produk sayur mayur pasar saraswati. Populasi dalam penelitian ini adalah masyarakat yang pernah membeli produk sayur mayur pasar saraswati Ciledug dan sampel dalam penelitian ini adalah sebanyak 110 responden. Teknik pengambilan sampel dalam penelitian ini menggunakan Teknik Non probability sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian berupa kuisioner. Metode analisis data menggunakan software Partial Least Square (PLS). Penelitian ini membuktikan bahwa harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci: Harga, Kualitas Produk, Lokasi dan keputusan pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 370
Call Number: SE/31/23/367
NIM/NIDN Creators: 43119010030
Uncontrolled Keywords: Harga, Kualitas Produk, Lokasi dan 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
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: 14 Nov 2023 04:22
Last Modified: 14 Nov 2023 04:22
URI: http://repository.mercubuana.ac.id/id/eprint/83156

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