LESTARI, RATNA (2024) PENGARUH PROMOSI, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Gerai Baru Esteh Indonesia di Tanjung Duren). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of Promotion, Price Perception, and Product Quality on purchasing decisions on Indonesian Ice Tea products. The population in this studyis Indonesian Ice Tea in Tanjung Duren. The sample used was 150 respondents. Sampling method using Purposive Sampling. The data collection method uses a survey method, with the research instrument being a questionnaire. Methods of data analysis using Partial Least Square. Based on the results of the analysis it was found that promotion (X1) has a significant effect on consumer purchasing decisions (Y), price perception (X2) has a significant effect on consumer purchasing decisions (Y), product quality (X3) has a significant effect on consumer purchasing decisions (Y) . The results of this research can be suggested to Esteh Indonesia to always continue to create strategies, especially in the field of marketing considering the increasingly fierce competition. Keywords: Promotion, Price Perception, Product Quality, Purchase Decision Penelitian ini bertujuan untuk menganalisis pengaruh Promosi, Persepsi Harga, dan Kualitas Produk terhadap keputusan pembelian pada produk Es Teh Indonesia. Populasi dalam penelitian ini adalah Es Teh Indonesia di Tanjung Duren. Sampel yang dipergunakan adalah sebanyak 150 responden. Metode penarikan sampel menggunakan Purposive Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Berdasarkan hasil analisis ditemukan bahwa secara promosi (X1) berpengaruh signifikan terhadap keputusan pembelian konsumen (Y), secara persepsi harga (X2) berpengaruh signifikan terhadap keputusan pembelian konsumen (Y), secara kualitas produk (X3) berpengaruh signifikan terhadap keputusan pembelian konsumen (Y). Hasil dari penelitian ini dapat disarankan kepada pihak Esteh Indonesia agar senantiasa terus menciptakan strategi-strategi khususnya di bidang marketing mengingat persaingan yang kian sengit. Kata Kunci: Promosi, Persepsi Harga, Kualitas Produk, Keputusan Pembelian.
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