PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN BUNGA POTONG DI FLORIST BUNGA ROSE CILEDUG TANGERANG

IRAWAN, ALZHAR MARIO DAVID (2023) PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN BUNGA POTONG DI FLORIST BUNGA ROSE CILEDUG TANGERANG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to discuss what can influence the decision to purchase a rose flower florist in Ciledug, Tangerang. The independent variables in this research are product quality, price and promotion. The population in this study were all customers who bought flowers at the Rose Ciledug Tangerang Flower Florist. The sample used was 110 respondents. The sampling technique uses accidental sampling. The data collection method uses a survey method, with the research instrument being a questionnaire. The data analysis method uses Partial Least Square (PLS) software. The research results show that product quality has a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions, promotion has a positive and insignificant effect on purchasing decisions. Keywords: Florist, Price, Purchase Decision, Product Quality, Promotion Penelitian ini bertujuan untuk membahas mengenai apa saja yang dapat mempengaruhi Keputusan Pembelian Florist Bunga Rose di Ciledug Tangerang. Variabel independen pada penelitian ini adalah Kualitas Produk, Harga, dan Promosi. Populasi dalam penelitian ini adalah seluruh pelanggan yang membeli bunga pada Florist Bunga Rose Ciledug Tangerang. Sampel yang dipergunakan adalah sebanyak 110 responden. Teknik pengambilan sampel menggunakan accidental sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Metode analisis data menggunakan software Partial Least Square (PLS). Hasil penelitian menunjukan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, harga berpengaruh positif dan signifikan terhadap keputusan pembelian, promosi berpengaruh positif dan tidak signifikan terhadap keputusan pembelian. Kata Kunci: florist, Harga, Keputusan Pembelian, Kualitas Produk, Promosi

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 371
Call Number: SE/31/23/368
NIM/NIDN Creators: 43119010022
Uncontrolled Keywords: florist, Harga, Keputusan Pembelian, Kualitas Produk, Promosi
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 06:07
Last Modified: 14 Nov 2023 06:07
URI: http://repository.mercubuana.ac.id/id/eprint/83158

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