Melinda, Melinda (2024) PENGARUH KUALITAS PRODUK, PROMOSI, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Kasus : Produk Antangin). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, promosi, dan persepsi harga terhadap keputusan pembelian pada konsumen prdouk Antangin. Populasi dalam penelitian ini merupakan konsumen yang pernah membeli produk Antangin, sampel yang digunakan adalah 105 orang yang pernah membeli produk Antangin. Metode penelitian ini menggunakan metode kuantitatif dengan metode penarikan sampel menggunakan Purposive Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuisioner. Teknik analisis yang digunakan dalam penelitian ini adalah analisis regresi linear berganda dengan menggunakan program Smart Partial Least Square. Dari hasil analisis pada penelitian ini menunjukkan bahwa Kualitas Produk, Promosi, dan Persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian produk Antangin. This study aims to analyze the influence of product quality, promotion, and price on purchasing decisions for consumers of Antangin products. The population in this study are consumers who have purchased Antangin products, the sample used is 105 people who have purchased Antangin products. This research method uses quantitative methods with sampling methods using purposive sampling. The data collection method uses a survey method, with a questionnaire research instrument. The analysis technique used in this study is multiple linear regression analysis using the Smart Partial Least Square program. The results of the analysis in this study show that Product Quality, Promotion, and Price have a positive and significant influence on the decision to purchase Antangin products.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43120010458 |
| Uncontrolled Keywords: | Kualitas Produk, Promosi, Persepsi harga, Keputusan Pembelian Product Quality, Promotion, Price Perception, 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: | SILMI KAFFA MARISKA |
| Date Deposited: | 26 Nov 2024 03:07 |
| Last Modified: | 26 Nov 2024 03:07 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/92915 |
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