PENGARUH CITRA MEREK ,KUALITAS LAYANAN,DAN GETOK TULAR TERHADAP KEPUTUSAN PEMBELIAN PRODUK MCDONALD'S DI MERUYA

ZEFANYA, AGNES (2024) PENGARUH CITRA MEREK ,KUALITAS LAYANAN,DAN GETOK TULAR TERHADAP KEPUTUSAN PEMBELIAN PRODUK MCDONALD'S DI MERUYA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine and test the influence of brand image, service quality and friendly contact variables on purchasing decisions. This research uses quantitative research methods. The population in this study were Mercu Buana University students who had bought McDonald's in Meruya. Data collection in this research was obtained by distributing questionnaires to students majoring in management who had bought McDonald's in Meruya as a sample. The sample in this study amounted to 130 samples. The sampling technique used was purposive sampling method. Data analysis used in this research used Partial Least Square with Smart PLS 4.0 software. This research proves that brand image has a positive and significant influence on purchasing decisions. Service qualitypositive and has no significant effect on purchasing decisions. Word of mouth positive and has a significant effect on purchasing decisions. Keywords: Brand Image, Quality of Service, Word Of Mouth, Decision Purchase Penelitian ini bertujuan untuk mengetahui dan menguji pengaruh variabel citra merek ,kualitas pelayanan,dan getok tular terhadap keputusan pembelian. Penelitian ini menggunakan metode penelitian kuantitatif. Populasi pada penelitian ini adalah mahasiswa Universitas Mercu Buana yang pernah membeli McDonald’s di Meruya. Pengumpulan data pada penelitian ini diperoleh melalui penyebaran kuesioner pada mahasiswa jurusan manajemen yang pernah membeli McDonald’s di Meruya sebagai sampel. Sampel pada penelitian ini berjumlah 130 sampel. Teknik pengambilan sampel yang digunakan adalah metode purposive sampling. Analisis data yang digunakan dalam penelitian ini menggunakan Partial Least Square dengan software Smart PLS 4.0.Penelitian ini membuktikan bahwa citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas pelayanan berpengaruh positif dan tidak signifikan terhadap keputusan pembelian.Getok Tular berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci : Citra Merek, Kualitas Pelayanan, Getok Tular, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 290
Call Number: SE/31/24/217
NIM/NIDN Creators: 43120010244
Uncontrolled Keywords: Citra Merek, Kualitas Pelayanan, Getok Tular, 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
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 31 Aug 2024 02:33
Last Modified: 31 Aug 2024 02:33
URI: http://repository.mercubuana.ac.id/id/eprint/90939

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