YUSUF, ALDITO (2023) PENGARUH PROMOSI, HARGA DAN CITRA MERK TERHADAP KEPUTUSAN PEMBELIAN (Studi kasus Pada PT. Tosumi Prima Perkasa). S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh Promosi, harga, dan citra merek terhadap keputusan pembelian pada PT. Tosumi Prima Perkasa. Populasi dalam penelitian ini adalah konsumen PT. Tosumi Prima Perkasa. Sampel yang dipergunakan adalah sebanyak 100 konsumen, dihitung berdasarkan rumus Rao Purba dalam Kharis. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Metode analisis kuantitatif dengan menggunakan statistik. Penelitian ini membuktikan bahwa Promosi, Harga dan citra merek positif tapi tidak signifikan berpengaruh terhadap keputusan pembelian. Kata Kunci: Promosi,Harga, Citra Merk, Keputusan Pembelian ABSTRACT This study aims to analyze the effect of promotion, price and brand image on purchasing decisions at Fladeo Shoes. The population in this study were consumers of PT. Tosumi Prima Perkasa The sample used is 100 consumers, calculated based on the Rao Purba formula in Kharis. The sampling method used was purposive sampling. Methods of data collection using a survey method, with the research instrument is a questionnaire. Quantitative analysis method using statistics. This study proves that the Promotion, Price dan brand image but not significant effect on purchasing decisions. Keywords: Promotion, Price, Brand Image, Purchase Decision.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ 23 023 |
| NIM/NIDN Creators: | 43119210068 |
| Uncontrolled Keywords: | Promosi,Harga, Citra Merk, 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 07:06 |
| Last Modified: | 21 Dec 2023 07:06 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/84868 |
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