CHAIRUNNISA, MAHARANI (2023) PENGARUH INOVASI PRODUK, KUALITAS LAYANAN, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE. S1 thesis, Universitas Mercu Buana Jakarta.
![]() |
Text (HAL COVER)
01 COVER.pdf Download (427kB) |
![]() |
Text (ABSTRAK)
02 ABSTRAK.pdf Download (54kB) |
![]() |
Text (BAB I)
03 BAB 1.pdf Restricted to Registered users only Download (248kB) |
![]() |
Text (BAB II)
04 BAB 2.pdf Restricted to Registered users only Download (101kB) |
![]() |
Text (BAB III)
05 BAB 3.pdf Restricted to Registered users only Download (232kB) |
![]() |
Text (BAB IV)
06 BAB 4.pdf Restricted to Registered users only Download (401kB) |
![]() |
Text (BAB V)
07 BAB 5.pdf Restricted to Registered users only Download (116kB) |
![]() |
Text (DAFTAR PUSTAKA)
08 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (187kB) |
![]() |
Text (LAMPIRAN)
09 LAMPIRAN.pdf Restricted to Registered users only Download (201kB) |
Abstract
This study aims to discuss what influences the purchasing decisions of Mixue products. The independent variables obtained from the pre-survey results are Product Innovation, Service Quality and Brand Image. Meanwhile, the dependent variable is Purchase Decision. The object of this research is the Consumers of Mixue as many as 119 respondents and using purposive sampling as the sampling technique. The data analysis used is statistical analysis in the form of SEM-PLS. The results of this study prove that the Product Innovation variable has no effect on Purchase Decisions. Service Quality and Brand Image has a positive and significant effect on Purchasing Decisions. Keywords: Product Innovation, Service Quality, Brand Image, Purchase Decision, Mixue Penelitian ini bertujuan untuk membahas mengenai pengaruh apa saja yang mempengaruhi keputusan pembelian produk Mixue. Variabel independen yang didapatkan dari hasil pra-survei yaitu Inovasi Produk, Kualitas Layanan dan Citra Merek. Sedangkan variabel dependennya yaitu Keputusan Pembelian. Objek penelitian ini adalah Konsumen Mixue sebanyak 119 responden dan Teknik pengambilan sampel menggunakan Purposive Sampling. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini membuktikan bahwa variabel Inovasi Produk tidak berpengaruh terhadap Keputusan Pembelian. Kualitas Layanan dan Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata kunci: Inovasi Produk, Kualitas Layanan, Citra Merek, Keputusan Pembelian, Mixue
Actions (login required)
![]() |
View Item |