PENGARUH PRICE, PROMOTION, QUALITY PRODUCT TERHADAP PURCHASE INTENTION PRODUK NIKE SKRIPSI

FELICIA, FELICIA (2023) PENGARUH PRICE, PROMOTION, QUALITY PRODUCT TERHADAP PURCHASE INTENTION PRODUK NIKE SKRIPSI. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh harga, promosi, dan kualitas produk terhadap minat beli produk hijau Nike. Populasi yang dianalisis pada penelitian ini adalah konsumen yang telah mengetahui produk Nike. Adapun jumlah sampel yang dianalisis sebanyak 150 konsumen. Analisis data dilakukan dengan menggunakan Smart-PLS (Partial Least Square), dengan instrumen penelitian adalah kuesioner. Hasil penelitian menunjukkan bahwa price berpengaruh positif dan signifikan terhadap purchase intention, promotion berpengaruh positif dan signifikan terhadap purchase intention, dan product quality berpengaruh positif dan signifikan terhadap purchase intention. Disarankan Nike sering memberikan potongan pada produk-produk yang dijualnya, terutama pada produk-produk yang mendukung kampanye menjaga pelestarian lingkungan. Selain itu, disarankan Nike secara aktif melakukan bazaar terutama berkaitan dengan memeriahkan hari-hari bersejarah seperti kematian Kobe Bryant sebagai atlet yang memiliki sepatu Nike atau hari-hari bersejarah Michael Jordan melalui brand air jordan. Kata Kunci: Harga, Promosi, Kualitas Produk, Minat Beli. This study aims to analyze the effect of price, promotion and quality of product in purchase intention of Nike. The population analyzed in this study are consumers who already know these products. The number of samples analyzed were 150 consumers. Data analysis was carried out using Smart-PLS (Partial Least Square), with the research instrument in the form of a questionnaire. The research results show that price has a positive and significant effect on purchase intention, promotion has a positive and significant effect on purchase intention, and product quality has a positive and significant effect on purchase intention. It is recommended that Nike often provide discounts on the products it sells, especially on products that support campaigns to preserve the environment. Apart from that, it is recommended that Nike actively hold bazaars, especially those related to celebrating historical days such as the death of Kobe Bryant as an athlete who owned Nike shoes or the historic days of Michael Jordan through the Air Jordan brand. Kata Kunci: Price, Promotion, Quality Product, Purchase Intention.

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