ANINDYA, TIARA PUTRI (2024) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN MCDONALD’s (Studi McDonald’s Jakarta Garden City). S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Produk, Persepsi Harga, Citra Merek terhadap keputusan pembelian pada Konsumen McDonald’s Jakarta Garden City. Teknik penelitian ini menggunakan non probability sampling dengan metode accidental sampling, Populasi untuk penelitian ini adalah konsumen McDonald’s dan perhitungan sampel menggunakan rumus Hair, et all dan didapat 125 sampel. Teknik pengumpulan data dalam penelitian ini menggunakan metode survey dengan instrumen penelitian adalah kuesioner dimana dalam pengolahan data menggunakan program Partial Least Square (Smart-PLS) versi 4.0. Hasil Penelitian ini menunjukan Kualitas Produk berpengaruh positif dan signifikan terhadap keputusan pembelian, Persepsi Harga berpengaruh positif dan signifikan terhadap keputusan pembelian, dan Citra Merek berpengaruh positif dan signifikan terhadap keputusan pembelian. This study aims to determine the effect of product quality, Price Perception, and brand image on consumers purchasing decisions at McDonald's Jakarta Garden City. This research technique used non-probability sampling with the accidental sampling method. The population for this study was McDonald's consumers, and the sample calculation used the hair formula and obtained 125 samples. The data collection technique in this study used a survey method, with the research instrument being a questionnaire, and the data processing used the Partial Least Squares (Smart-PLS) program version 4.0. The results of this research show that product quality has a positive and significant effect on purchasing decisions, price Perception has a positive and significant effect on purchasing decisions, and brand image has a positive and significant effect on purchasing decisions.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43120010220 |
| Uncontrolled Keywords: | Kualitas Produk, Persepsi Harga, Citra Merek, Keputusan Pembelian. Product Quality, Price Perceptiom, Brand Image, Purchase Decision. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | NAYLA AURA RAYANI |
| Date Deposited: | 20 Sep 2024 07:45 |
| Last Modified: | 20 Sep 2024 07:45 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/91650 |
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