PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI PEMASARAN MEDIA SOSIAL PADA PRODUK BRAND THIS IS APRIL

MUSTIKA, INDAH (2024) PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI PEMASARAN MEDIA SOSIAL PADA PRODUK BRAND THIS IS APRIL. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of product quality and price on purchasing decisions through social media marketing at the This Is April fashion brand. The population in this study were visitors to the This Is April outlet at Central Park Mall and the sample in this study was 145 respondents. Calculated based on the formula Hair et al, with the research instrument is a questionnaire. The data analysis method used is the PLS (Partial Least Square) technique through the SmartPLS-3 statistical software. This study proves that price has no significant effect on purchasing decisions. Price has a positive and significant effect on social media marketing. Product quality has a positive and significant effect on purchasing decisions. Product quality has a positive and significant effect on social media marketing. Social Media Marketing has a positive and significant effect on Purchase Decisions. Price has a positive and significant effect on purchasing decisions through social media marketing. Product quality has a positive and significant effect on purchasing decisions through social media marketing. Keywords: Product Quality, Price, Social Media Marketing, Purchase Decision Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan harga terhadap keputusan pembelian melalui pemasaran media sosial pada brand fashion This Is April. Populasi dalam penelitian ini adalah pengunjung gerai This Is April di Central Park Mall dan sampel dalam penelitian ini adalah 145 responden. Dihitung berdasarkan rumus Hair et al, dengan instrument penelitian adalah kuisioner. Metode analisis data yang digunakan adalah teknik PLS (Partial Least Square) melalui software statistic SmartPLS-3. Penelitian ini membuktikan bahwa Harga tidak berpengaruh signifikan terhadap keputusan pembelian. Harga berpengaruh positif dan signifikan terhadap pemasaran media sosial. Kualitas Produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas Produk berpengaruh positif dan signifikan terhadap pemasaran media sosial. Pemasaran Media Sosial berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Harga berpengaruh positif dan signifikan terhadap keputusan pembelian melalui pemasaran media sosial. Kualitas Produk berpengaruh positif dan signifikan terhadap keputusan pembelian melalui pemasaran media sosial. Kata kunci: Kualitas Produk, Harga, Pemasaran Media Sosial, KeputusanPembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 092
NIM/NIDN Creators:	43117110485
Uncontrolled Keywords:	Kualitas Produk, Harga, Pemasaran Media Sosial, KeputusanPembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 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 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	01 Apr 2024 01:10
Last Modified:	01 Apr 2024 01:10
URI:	http://repository.mercubuana.ac.id/id/eprint/87757

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