AZMAR, MUHAMMAD MULQI (2023) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN BURGER KING PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS MERCU BUANA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to analyze brand image, product quality and price on Burger King purchasing decisions among students at the Faculty of Economics, Mercu Buana University. This research uses a causality research design with a quantitative approach. The population in this study were students at the Faculty of Economics, Mercu Buana University. The sampling technique used in this research is purposive sampling technique and the number of consumers sampled in this research is 180 respondents. The data collection method uses a survey, with a questionnaire research instrument. The data analysis method uses Partial Least Square (Smart-PLS) version 4.0. Based on data analysis, this research can be concluded that brand image has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions and price has a positive and significant effect on purchasing decisions. buying decision. . Keywords: Brand Image, Product Quality, Price, Purchase Decision Penelitian ini bertujuan untuk menganalisis Citra merek, Kualitas Produk, dan Harga terhadap Keputusan Pembelian Burger King pada mahasiswa Fakultas Ekonomi Universitas Mercu Buana. Penelitian ini menggunakan desain penelitian kausalitas dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pada mahasiswa Fakultas Ekonomi Universitas Mercu Buana. Teknik pengambilan sampel yang digunakan dalam penelitian ini yaitu teknik purposive sampling serta jumlah konsumen yang menjadi sampel dalam penelitian ini adalah 180 responden. Metode pengumpulan data menggunakan survey, dengan instrument penelitian kuesioner. Metode analisis data menggunakan Partial Least Square (Smart-PLS) versi 4.0.Berdasarkan analisis data maka penelitian ini dapat disimpulkan bahwa citra merek berpengaruh positif dan signifikan terhadap keputusan pemebelian, kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Citra Merek, Kualitas Produk, Harga, Keputusan Pembelian
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 23 321 |
| Call Number: | SE/31/23/387 |
| NIM/NIDN Creators: | 43119010033 |
| Uncontrolled Keywords: | Citra Merek, Kualitas Produk, Harga, 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 09 Nov 2023 03:00 |
| Last Modified: | 09 Nov 2023 03:00 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/83449 |
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