PENGARUH CITRA MEREK, GETOK TULAR DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Bakpia Pathok di Jogjakarta)

RAMADHANI, DZIKRI (2023) PENGARUH CITRA MEREK, GETOK TULAR DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Bakpia Pathok di Jogjakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to analyze the effect of Brand Image, Getok Tular and Product Quality on Purchasing Decisions at Bakpia Pathok in Jogjakarta. The population of this study were the people of JaBoDeTaBek, Bandung and Jogjakarta who at least once visited the Bakpia Pathok souvenir center and consumed it. The research sample used was 220 respondents. The data collection method used is a survey, this research instrument is a questionnaire. The data analysis method used is the Measurement (outer) Model Evaluation, Inner Model and Hypothesis Test with the Smart-PLS (Partial Least Square) Program process. The results in this study indicate that the Brand Image Variable has a positive and significant effect on Purchasing Decisions, the Getok Tular Variable has a positive and significant effect on purchasing decisions, and the Product Quality Variable has a positive and significant effect on Purchasing Decisions. Keywords: Brand Image, Word Of Mouth, Product Quality, Purchase Decision, PLS, Yogyakarta Tujuan dari penelitian ini untuk menganalisis tentang pengaruh Citra Merek, Getok Tular dan Kualitas Produk terhadap Keputusan Pembelian pada Bakpia Pathok di Jogjakarta. Populasi penelitian ini adalah masyarakat JaBoDeTaBek, Bandung dan Jogjakarta yang minimal pernah berkunjung ke pusat oleh-oleh Bakpia Pathok dan mengkonsumsinya. Sampel penelitian yang digunakan sebanyak 220 responden. Metode pengumpulan data yang digunakan adalah survey, instrument penelitian ini adalah kuisioner. Metode analisis data yang digunakan adalah Evaluasi Measurement (outer) Model, Inner Model dan Uji Hipotesis dengan proses Smart-PLS (Partial Least Square) Program. Hasil pada penelitian ini menunjukkan bahwa Variabel Citra Merek berepngaruh positif dan signifikan terhadap Keputusan Pembelian, Variabel Getok Tular berpengaruh positif dan signifikan terhadap Keputusan pembelian, dan Variabel Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci: Citra Merek, Getok Tular, Kualitas Produk, Keputusan Pembelian, PLS, Yogyakarta

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 390
Call Number: SE/31/23/441
NIM/NIDN Creators: 43119010193
Uncontrolled Keywords: Citra Merek, Getok Tular, Kualitas Produk, Keputusan Pembelian, PLS, Yogyakarta
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 > 658.2 Plant Management/Manajemen Pabrik
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 > 658.5 Management of Production/Manajemen Produksi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 15 Nov 2023 03:42
Last Modified: 15 Nov 2023 03:42
URI: http://repository.mercubuana.ac.id/id/eprint/84141

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