ANALISIS CITRA MERK, HARGA, DESAIN PRODUK, KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN BUSANA MUSLIM MERK ZOYA (Studi Kasus Toko Zoya Cikupa Tangerang)

FARDA, TINA (2023) ANALISIS CITRA MERK, HARGA, DESAIN PRODUK, KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN BUSANA MUSLIM MERK ZOYA (Studi Kasus Toko Zoya Cikupa Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The aim of this research is to determine the influence of Brand Image, Price, Product Design, and Product Variety on the Purchase Decision of Zoya Fashion Brand. The subjects in this study are consumers of Zya Cikupa Fashion Store. The sample used in this research consists of 225 respondents. The sampling method used in this research is Convenience Sampling. Partial Least Square (PLS) is used in this study. The results of this research indicate that Brand Image has a significant positive effect on Purchase Decision, Price has a significant positive effect on Purchase Decision, Product Design has a significant positive effect on Purchase Decision, and Product Variety has a significant positive effect on Purchase Decision. Keywords: Brand Image, Price, Product Design, Product Variety. Tujuan penelitian ini adalah untuk mengetahui pengaruh Citra Merk, Harga, Desain Prduk, dan Keragaman Prduk terhadap Keputusan Pembelian Busana Merk Zoya. Subjek pada penelitian ini adalah konsumen Toko Busana Zya Cikupa. Sampel yang digunakan dalam penelitian ini sebanyak 225 responden. Metode pengambilan sampel dilakukan dengan metode Convenience Sampling. Penelitian ini menggunakan Partial LeastSquare(PLS). Hasil penelitian ini menunjukkan bahwa Citra Merk berpengaruh positif signifikan terhadap Keputusan Pembelian, Harga berpengaruh positif signifikan terhadap Keputusan Pembelian, Desain Produk berpengaruh positif signifikan terhadap Keputusan Pembelian, Keragaman Produk berpengaruh positif signifikan terhadap Keputusan Pembelian, Kata Kunci: Citra Merk, Harga, Desain Produk, Keragaman Produk.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 326
NIM/NIDN Creators: 43117010210
Uncontrolled Keywords: Citra Merk, Harga, Desain Produk, Keragaman Produk.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis
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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 09 Nov 2023 04:08
Last Modified: 09 Nov 2023 04:08
URI: http://repository.mercubuana.ac.id/id/eprint/84061

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