PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA UKM HAMPERS STUDIO CIKO DI KOTA YOGYAKARTA)

PRAYOGO, BAGUS AGUNG (2023) PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA UKM HAMPERS STUDIO CIKO DI KOTA YOGYAKARTA). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Judging from the growth of this creative business, more and more types of businesses are popping up in Indonesia, especially in Yogyakarta. As a business in the creative field, Ciko's studio must be stronger and dare to compete against similar hampers businesses. Thus, the Ciko study must try its best to be able to improve consumer purchasing decisions including product quality, price and promotion as factors that are considered influential. The purpose of this research is to analyze and find out the influence of Ciko Studio consumer purchasing decisions on product quality, price and promotion variables. The object of this research is consumers who have bought Ciko's Studio hampers at least once. This research was conducted on 152 respondents using quantitative descriptive. The approach used in this study is the Structural Equation Model (SEM) with the SmartPLS analysis tool. By using a quantitative descriptive approach, the results of this study indicate that product quality, price and promotion have a positive and significant impact on consumer purchasing decisions at Ciko Studio. Keywords: Product Quality, Price, Promotion, Purchase Decision Dilihat dari pertumbuhan bisnis kreatif ini semakin banyak jenis usaha bermunculan di Indonesia khususnya di Yogyakarta. Sebagai bisnis di bidang kreatif Studio ciko harus lebih kuat dan berani bersaing menghadapi bisnis hampers yang sejenisnya. Maka, Studi ciko harus berupaya sebaik mungkin untuk dapat meningkatkan keputusan pembelian konsumen diantaranya dengan kualitas produk, harga dan promosi sebagai faktor yang dianggap berpengaruh. Tujuan Penelitian ini untuk menganalisan dan mengetahui pengaruhi keputusan pembelian konsumen Studio ciko terhadap variabel kualitas produk, harga dan promosi. Objek penelitian ini adalah konsumen yang pernah membeli hampers di Studio ciko minimal satu kali. Penelitian ini dilakukan terhadap 152 responden dengan menggunakan deskriptif kuantitatif. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Dengan menggunakan pendekatan dekriptif kuantitatif, Hasil dari penelitian ini menunjukkan bahwa kualitas produk, harga dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen di Studio ciko. Kata kunci: Kualitas Produk, Harga, Promosi, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 339
Call Number: SE/31/23/423
NIM/NIDN Creators: 43119110202
Uncontrolled Keywords: Kualitas Produk, Harga, Promosi, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
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
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 11 Nov 2023 08:14
Last Modified: 11 Nov 2023 08:14
URI: http://repository.mercubuana.ac.id/id/eprint/83837

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