PENGARUH CITRA MEREK, KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN ULANG (Studi pada Restoran Ayam Goreng Karawaci)

AKMAL, MUHAMMAD FADHIL (2023) PENGARUH CITRA MEREK, KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN ULANG (Studi pada Restoran Ayam Goreng Karawaci). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine the influence of brand image, service quality and product quality on purchasing decisions (study on Karawaci fried chicken). The population used in this research is consumers of Karawaci fried chicken restaurants. The sample in this study was 150 respondents. The data analysis method used is the PLS (Partial Lest Square) technique via SmartPLS statistical software version 3.2.9, with a questionnaire research instrument, which will be used to determine each level of significance between the dependent variable and the independent variable. Based on the research results obtained after testing the hypothesis in the form of T-statistics and p-values, the results of this research show that product quality has a positive and significant effect on purchasing decisions. Meanwhile, Brand Image and Service Quality have a positive but not significant effect on purchasing decisions Keywords: Brand Image, Service quality, Product Quality, Decision Purchase. Penelitian ini bertujuan untuk mengetahui pengaruh citra merk, kualitas pelayanan dan kualitas produk terhadap keputusan pembelian (studi pada ayam goreng karawaci) Populasi yang digunakan dalam penelitian ini adalah para konsumen restoran ayam goreng karawaci. Sampel pada penelitian ini sebanyak 150 responden. Metode analisis data yang digunakan adalah teknik PLS (Partial Lest Square) melalui software statistik SmartPLS versi 3.2.9, dengan instrumen penelitian kuesioner, yang akan digunakan untuk mengetahui masing – masing tingkat signifikan antara variabel dependen dengan variabel independent. Berdasarkan hasil penelitian yang di dapat setelah melakukan pengujian hipotesis berupa angka T-statistik dan p-value, Hasil penelitian ini menunjukan bahwa Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Sedangkan Citra Merek dan Kualitas Pelayanan berpengaruh positif tapi tidak signifikan terhadap keputusan pembelian Kata Kunci: Citra Merk, Kualitas Pelayanan, Kualitas Produk, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 421
NIM/NIDN Creators: 43119010025
Uncontrolled Keywords: Citra Merk, Kualitas Pelayanan, Kualitas Produk, 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: 16 Nov 2023 07:29
Last Modified: 16 Nov 2023 07:29
URI: http://repository.mercubuana.ac.id/id/eprint/84222

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