FACHRI, ANNFAL (2023) PENGARUH KULITAS PRODUK, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA TANAMAN HIAS SARANG AGRIBISNIS MANDIRI JATI RANGGA. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh variable Kualitas Produk, Cita Merek, dan Promosi terhadap Keputusan Pembelian. Populasi dalam penelitian ini adalah seluruh konsumen yang melakukan pembelian pada produk Tanaman Hias. Jumlah sampel yang digunakan sebanyak 100 responden dengan menggunakan desain penelitian kausal. Teknik pengambilan sampel ini mengunakan metode purposive sampling dan pengujian hipotesis menggunakan analisis regresi linier berganda dengan menggunakan SPSS 26. Hasil penelitian ini menyatakan bahwa Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Cita Merek berpengaruh positif signifikan terhadap Keputusan Pembelian, Promosi berpengaruh positif signifikan terhadap Keputusan Pembelian. Kata Kunci : Kualitas Produk, Cita Merek, Promosi, Keputusan Pembelian ABSTRACT This study aims to determine and analyze the influence of product quality, brand image, and promotion variables on purchasing decisions. The population in this study are all consumers who buy ornamental plant products. The number of samples used was 100 respondents using a causal research design. This sampling technique uses purposive sampling method and hypothesis testing uses multiple linear regression analysis using SPSS 26. The results of this study state that Product Quality has a positive and significant effect on Purchase Decisions, Brand Taste has a significant positive effect on Purchase Decisions, Promotion has a significant positive effect on Buying decision. Keywords: Product Quality, Brand Story, Promotion, Purchase Decision
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ 23 022 |
| NIM/NIDN Creators: | 43119210067 |
| Uncontrolled Keywords: | Kualitas Produk, Cita Merek, Promosi, 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 21 Dec 2023 07:02 |
| Last Modified: | 21 Dec 2023 07:02 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/84867 |
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