PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP MINAT BELI PRODUK ERIGO (Studi Terhadap Mahasiswa Universitas Swasta di Jakarta Barat)

RAMADHAN, ZULVA BAIHAQI (2024) PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP MINAT BELI PRODUK ERIGO (Studi Terhadap Mahasiswa Universitas Swasta di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of product quality, price, and promotion on buying interest of Erigo products. The type of research used in this research is quantitative and the research method used is causal analysis method. The sample used was 153 respondents. The sampling method used purposive sampling. The data analysis method uses Partial Least Square (PLS) with the analytical technique used is descriptive. The results of this study state that the product quality variable has a positive and significant effect on purchasing interest, price has a positive and significant effect on purchasing interest, promotion has a positive and significant effect on purchasing interest in Erigo products. Keywords: Product Quality, Price, Promotion, and Buying/ Purchase Interest. Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Produk, Harga, dan Promosi terhadap Minat Beli produk Erigo. Jenis penelitian yang digunakan dalam penelitian ini adalah kuantitatif dan metode penelitian yang digunakan adalah metode analisis kausal. Sampel yang digunakan sebanyak 153 responden. Metode pengambilan sampel menggunakan purposive sampling. Metode analisis data menggunakan Partial Least Square (PLS) dengan teknik analisis yang digunakan bersifat deskriptif. Hasil penelitian ini menyatakan bahwa variabel kualitas produk berpengaruh positif dan signifikan terhadap minat beli, harga berpengaruh positif dan signifikan terhadap minat beli , promosi berpengaruh positif dan signifikan terhadap minat beli produk Erigo Kata kunci: Kualitas Produk, Harga, Promosi, Minat Beli.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 380
NIM/NIDN Creators:	43120010257
Uncontrolled Keywords:	Kualitas Produk, Harga, Promosi, Minat Beli.
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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 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:	02 Oct 2024 05:38
Last Modified:	02 Oct 2024 05:38
URI:	http://repository.mercubuana.ac.id/id/eprint/92052

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