PENGARUH PROMOSI, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Gerai Baru Esteh Indonesia di Tanjung Duren)

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.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 034
Call Number: SE/31/24/023
NIM/NIDN Creators: 43119010070
Uncontrolled Keywords: Promosi, Persepsi Harga, Kualitas Produk, Keputusan Pembelian.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 15 Feb 2024 10:38
Last Modified: 17 Feb 2024 05:30
URI: http://repository.mercubuana.ac.id/id/eprint/86122

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