PENGARUH PRODUCT QUALITY, LIFESTYLE, DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN MITSUBISHI XPANDER

PRIMADANI, M. OKA (2023) PENGARUH PRODUCT QUALITY, LIFESTYLE, DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN MITSUBISHI XPANDER. S1 thesis, Universitas Mercu Buana Jakarta.

	Text (HAL COVER) 01 COVER.pdf Download (514kB)
	Text (ABSTRAK) 02 ABSTRAK.pdf Download (277kB)
	Text (BAB I) 03 BAB 1.pdf Restricted to Registered users only Download (312kB)
	Text (BAB II) 04 BAB 2.pdf Restricted to Registered users only Download (347kB)
	Text (BAB III) 05 BAB 3.pdf Restricted to Registered users only Download (431kB)
	Text (BAB IV) 06 BAB 4.pdf Restricted to Registered users only Download (514kB)
	Text (BAB V) 07 BAB 5.pdf Restricted to Registered users only Download (230kB)
	Text (DAFTAR PUSTAKA) 08 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (243kB)
	Text (LAMPIRAN) 09 LAMPIRAN.pdf Restricted to Registered users only Download (573kB)

Abstract

This study aims to determine (1) the effect of Product Quality on Mitsubishi Xpander Purchase Decisions. 2) the influence of Lifestyle on Mitsubishi Xpander Purchase Decisions. 3) the effect of Content Marketing on Mitsubishi Xpander Purchase Decisions. This study used a quantitative method and a sample of 115 bought a Mitsubishi Xpander, used purposive sampling and the data obtained was analyzed using multiple linear regression analysis techniques using SPSS software (Statistical Package for the Social Sciences) through IBM SPSS 29 software. The results of this study show that the Product Quality test has a positive and significant effect on the Mitsubishi Xpander Purchase Decision. Lifestyle has no significant effect on the Mitsubishi Xpander Purchase Decision. Content Marketing has no significant effect on Mitsubishi Xpander Purchase Decisions. Keywords: Product Quality, Lifestyle, Marketing Content and Purchasing Decisions Penelitian ini bertujuan untuk mengetahui (1) pengaruh Product Quality terhadap Keputusan Pembelian Mitsubishi Xpander. 2) pengaruh Lifestyle terhadap Keputusan Pembelian Mitsubishi Xpander. 3) pengaruh Content Marketing terhadap Keputusan Pembelian Mitsubishi Xpander. Penelitian ini menggunakan metode kuantitatif dan samplenya berjumlah 115 yang membeli Mitsubishi Xpander, menggunakan purposive sampling dan data yang diperoleh dianalisis dengan menggunakan Teknik analisis regresi linier berganda menggunakan software SPSS (Statistical Package for the Social Sciences) melalui software IBM SPSS 29. Hasil penelitian ini menunjukan bahwa secara uji Product Quality berpengaruh positif dan signifikan terhadap Keputusan Pembelian Mitsubishi Xpander. Lifestyle tidak berpengaruh signifikan terhadap Keputusan Pembelian Mitsubishi Xpander. Content Marketing tidak berpengaruh signifikan terhadap Keputusan Pembelian Mitsubishi Xpander. Kata Kunci : Product Quality, Lifestyle, Content Marketing dan Keputusan pembelian.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 413
NIM/NIDN Creators:	43117010328
Uncontrolled Keywords:	Product Quality, Lifestyle, Content Marketing dan Keputusan pembelian.
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 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:	16 Nov 2023 06:38
Last Modified:	16 Nov 2023 06:38
URI:	http://repository.mercubuana.ac.id/id/eprint/84221

Actions (login required)

View Item