PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN MEMBELI PRODUK LOGAM MULIA DI PT. PEGADAIAN PERSERO (Kajian Pada Nasabah Pegadaian Cabang Pasar Ciputat)

Wisandra, Odie (2023) PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN MEMBELI PRODUK LOGAM MULIA DI PT. PEGADAIAN PERSERO (Kajian Pada Nasabah Pegadaian Cabang Pasar Ciputat). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis Pengaruh Harga, Kualitas Produk dan Citra Merek Terhadap Keputusan Membeli Produk Logam Mulia di PT. Pegadaian Persero (Kajian Pada Nasabah Pegadaian Cabang Pasar Ciputat). Populasi dalam penelitian ini adalah nasabah pengguna produk logam mulia Cabang Pasar Ciputat yang berjumlah sebanyak 126 orang. Penelitian ini menggunakan metode purposive sampling yaitu peneliti secara sengaja menentukan personil yang dianggap tepat menjadi simpel dengan tanpa melakukan random terlebih dahulu. Berdasarkan metode purposive sampling, maka sampel penelitian yang akan diambil dari jumlah populasi adalah 126 responden. Dalam penelitian ini, pengumpulan data dilakukan melalui kuesioner. Metode analisis data menggunakan metode Partial Least Square (PLS). Penelitian ini membuktikan harga, kualitas produk, dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini membuktikan bahwa tingginya faktor harga, kualitas produk, dan citra merek yang ada dapat meningkatkan keputusan pembelian. This study aims to find out and analyze the influence of Product Quality, Price, and Brand Image On The Decision to Buy Precious Metal Products at PT. Pegadaian Persero (Study on Pawnshop Customers Ciputat Market Branch). The population in this study is customers of precious metal products Ciputat Market Branch which amounts to 126 people. This study uses purposive sampling method that researchers deliberately determine the personnel that is considered appropriate to be simple without doing random first. Based on purposive sampling method, the research sample to be taken from the population is 126 respondents. In this study, data collection was conducted through questionnaires. The data analysis method uses the Partial Least Square (PLS) method. Thisresearch proves that price, product quality, and brand image have a positive and significant effect on purchasing decisions. This proves that the high price factor, product quality, and brand image can improve purchasing decisions.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43116120282
Uncontrolled Keywords: Harga, Kualitas Produk, Citra Merek, Keputusan Pembelian. Priced , Product Quality, Brand Image, Purchase Decision.
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: WIDYA AYU PUSPITA NINGRUM
Date Deposited: 14 Dec 2023 04:00
Last Modified: 14 Dec 2023 04:00
URI: http://repository.mercubuana.ac.id/id/eprint/84681

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