PENGARUH KUALITAS PRODUK, HARGA DAN PENGGUNAAN MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN H&M (Studi pada Pemakai Produk di Wilayah Jakarta Barat)

ZULFA, NUR AIDA (2023) PENGARUH KUALITAS PRODUK, HARGA DAN PENGGUNAAN MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN H&M (Studi pada Pemakai Produk di Wilayah Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study is to analyze the effect of product quality, price and use of Instagram social media on H&M purchasing decisions. The object of this study is the users of products in the West Jakarta area. This research was conducted on 160 respondents using a quantitative descriptive approach. Methods of data collection using survey methods, with the research instrument is a questionnaire. The approach used in this research is Structural Equation Model (SEM) with Smart-PLS analysis tool. The results of this study proves that product quality has a positive and significant effect on purchasing decisions. Price has a positive and significant effect on purchasing decisions. Instagram social media has a positive and significant effect on purchasing decisions. Keywords: Product Quality, Price, Instagram Social Media, Purchase Decision Penelitian ini untuk menganalisis pengaruh kualitas produk, harga dan penggunaan media sosial instagram terhadap keputusan pembelian H&M Objek penelitian ini adalah pemakai produk di wilayah jakarta barat. Penelitian ini dilakukan terhadap 160 responden dengan menggunakan pendekatan deskriptif kuantitatif. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis SmartPLS. Hasil penelitian ini membuktikan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Media sosial instagram berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Kualitas Produk, Harga, Media Sosial Instagram, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 341
Call Number: SE/31/23/419
NIM/NIDN Creators: 43119010068
Uncontrolled Keywords: Kualitas Produk, Harga, Media Sosial Instagram, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
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: khalimah
Date Deposited: 11 Nov 2023 08:25
Last Modified: 11 Nov 2023 08:25
URI: http://repository.mercubuana.ac.id/id/eprint/83832

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