SARTIKA, TENTI (2018) PENGARUH PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MINUMAN MEREK COCA COLA ( Studi Kasus Pada PT. Mikuni Indonesia ). S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRACT This study aims to determine the effect of promotion and product quality on purchasing decisions coca cola brand. The object of this research is Employee Division SED PT.Mikuni Indonesia located in Cikarang-Bekasi. This research was conducted to 44 respondents by using quantitative descriptive approach. Therefore, the data analysis used is statistical analysis in the form of multiple linear regression test. The results of this study indicate that the partial and simultaneous promotional variables and product quality significantly influence the purchase decisions of coca cola brand. This is evidenced from the results of Anova test (F test) and partial test results (t test) also showed significant value of two free variables that support the hypothesis. Therefore the test results of this study states that there is a simultaneous influence between promotional variables and product quality on purchasing decisions coca cola brand. Keywords : Promotion, Product Quality, Purchase Decision ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh promosi dan kualitas produk terhadap keputusan pembelian minuman merek coca cola. Objek penelitian ini adalah Karyawan Divisi SED PT.Mikuni Indonesia yang berlokasi di Cikarang-Bekasi. Penelitian ini dilakukan terhadapan 44 responden dengan menggunakan pendekatan deskriftif kuantitatif. Karena itu, analisis data yang digunakan adalah analisis statistic dalam bentuk uji regresi linier berganda. Hasil penelitian ini menunjukan bahwa secara parsial dan simultan variabel promosi dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian minuman merek coca cola. Hal ini dibuktikan dari hasil uji Anova (uji F) dan hasil uji parsial (uji t) juga menunjukan nilai signifikan dari dua varibel bebas yang mendukung hipotesa. Oleh karena itu hasil uji dari penelitian ini menyatakan bahwa terdapat pengaruh secara simultan antara variabel promosi dan kualitas produk terhadap keputusan pembelian minuman merek coca cola. Kata Kunci : Promosi, Kualitas Produk, Keputusan pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ 18 013 |
| NIM/NIDN Creators: | 43113320057 |
| Uncontrolled Keywords: | Promosi, 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 13 Jan 2024 06:06 |
| Last Modified: | 13 Jan 2024 06:06 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/85321 |
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