PENGARUH KUALITAS PRODUK DAN LAYANAN SERTA DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MCDONALD'S DKI JAKARTA

KHOIRUNNISA, FAHIRA ARDIANTI (2023) PENGARUH KUALITAS PRODUK DAN LAYANAN SERTA DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MCDONALD'S DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the influence of product and service quality as well as digital marketing on consumer purchasing decisions at McDonald's DKI Jakarta. This research includes a descriptive research design. McDonald's customers constitute the study population. Using quantitative research methodology, researchers selected a sample of 145 respondents from a group of McDonald's customers using quantitative methods and processed it using SPSS version 25 software. Data collection in this research used a questionnaire prepared based on an ordinal scale for each variable. The results of this research state that product quality has a positive and significant influence on McDonald's purchasing decisions, Service has a positive and significant influence on McDonald's purchasing decisions, Digital Marketing has no positive influence on McDonald's purchasing decisions. Keywords: Product Quality, Service, Digital Marketing, Purchase Decision Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan layanan serta digital marketing terhadap keputusan pembelian konsumen McDonald’s DKI Jakarta Penelitian ini termasuk dalam desain penelitian deskriptif. Pelanggan McDonald's merupakan populasi penelitian. Dengan menggunakan metodologi kuantitatif peneliti memilih sampel 145 responden dari sekelompok pelanggan McDonald's melalui metode kuantitatif dan diolah dengan menggunakan perangkat lunak SPSS versi 25. Pengumpulan data dalam penelitian ini menggunakan kuesioner yang disusun berdasarkan skala ordinal untuk masing-masing variabel. Hasil penelitian ini menyatakan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian McDonald’s, Layanan berpengaruh positif dan signifikan terhadap keputusan pembelian McDonald’s, Digital Marketing tidak berpengaruh positif terhadap keputusan pembelian McDonald’s. Kata Kunci: Kualitas Produk, Layanan, Digital Marketing, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 331
NIM/NIDN Creators: 43119010153
Uncontrolled Keywords: Kualitas Produk, Layanan, Digital Marketing, Keputusan Pembelian
Subjects: 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 > 658.6 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: ADELINA HASNA SETIAWATI
Date Deposited: 11 Nov 2023 07:10
Last Modified: 11 Nov 2023 07:10
URI: http://repository.mercubuana.ac.id/id/eprint/84136

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