PENGARUH INOVASI PRODUK, KUALITAS LAYANAN, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE

CHAIRUNNISA, MAHARANI (2023) PENGARUH INOVASI PRODUK, KUALITAS LAYANAN, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE. S1 thesis, Universitas Mercu Buana Jakarta.

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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

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 406
Call Number:	SE/31/23/450
NIM/NIDN Creators:	43119010155
Uncontrolled Keywords:	Inovasi Produk, Kualitas Layanan, Citra Merek, Keputusan Pembelian, Mixue
Subjects:	600 Technology/Teknologi > 600. Technology/Teknologi > 608 Inventions and Patents/Inovasi, Penemuan dan Paten 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 > 658.6 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:	khalimah
Date Deposited:	16 Nov 2023 04:09
Last Modified:	16 Nov 2023 04:09
URI:	http://repository.mercubuana.ac.id/id/eprint/84187

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