PENGARUH KELOMPOK REFERENSI, KUALITAS PRODUK DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN (PERIODE 2020-2021)

ALDIANSYAH, AFFAN (2024) PENGARUH KELOMPOK REFERENSI, KUALITAS PRODUK DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN (PERIODE 2020-2021). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study examines reference group, product quality, product diversity that influence customer purchase decision Toko Arshaka. This research method is causal research with a quantitative approach. The population of this study are a consumer Toko Arshaka. With a research sample of 110 respondents with the Convenience Sampling method. The data analysis method used in this study is the Structural Equation Model (SEM) with a Smart-PLS analysis tool. The results of this study show that the variables of reference group have a positive significant effect on consumer purchase decision, product quality have a positive significant effect on consumer purchase decision and product diversity have a positive significant effect on consumer purchase decision at Toko Arshaka. Keywords: Reference Group, Product Quality, Product Diversity, Purchase Decision Penelitian ini menguji tentang kelompok referensi, kualitas produk, keragaman produk yang mempengaruhi keputusan pembelian pada Toko Arshaka. Metode penelitian ini adalah penelitian kausal dengan pendekatan kuantitatif. Populasi penelitian ini adalah konsumen Toko Arshaka. Dengan sampel penelitian sebanyak 110 responden dengan metode Convenience Sampling. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian ini menyatakan bahwa variabel kelompok referensi memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, kualitas produk memiliki pengaruh positif dan signifikan terhadap keputusan pembelian dan keragaman produk berpengaruh positif dan signifikan terhadap keputusan pembelian pada konsumen Toko Arshaka. Kata Kunci: Kelompok Referensi, Kualitas Produk, Keragaman Produk, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 166
Call Number: SE/31/24/124
NIM/NIDN Creators: 43119110396
Uncontrolled Keywords: Kelompok Referensi, Kualitas Produk, Keragaman 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
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.5 Relations of Individual to Society/Hubungan antara Individu dan Masyarakat > 302.52 Relation Through Reference Groups/Hubungan Melalui Kelompok Referensi
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
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: 14 May 2024 02:43
Last Modified: 14 May 2024 02:43
URI: http://repository.mercubuana.ac.id/id/eprint/88665

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