GILBERT, ALIFIA PUTRI SANDANA (2025) PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPATU LOKAL MEREK VENTELA (STUDI PADA MAHASISWA MERCU BUANA JAKARTA). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh persepsi harga, kualitas produk, dan citra merek terhadap keputusan pembelian sepatu lokal merek Ventela. Populasi dalam penelitian ini adalah Mahasiswa Universitas Mercu Buana Jakarta. Sampel penelitian yang diambil sebanyak 140 responden. Metode penarikan sampel menggunakan non-probability sampling dengan jenis purposive sampling. Metode analisis data menggunakan Patrial Least Square (PLS). Jenis penelitian ini adalah kuantitatif. Penelitian ini membuktikan bahwa persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian sepatu lokal merek Ventela. Kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian sepatu lokal merek Ventela. Citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian sepatu lokal merek Ventela. This research aims to analyze the influence of price, product quality and brand image on purchasing decisions for local Ventela brand shoes. The population in this study is graduated student of University Mercu Buana Jakarta. The sample taken was 140 respondents. The sampling method uses non-probability sampling with purposive sampling. The data method uses Patrial Least Square (PLS). This research use quantitative methods. This research proves that price has positive effect and significant on purchase decision for local brand shoes Ventela. Product quality has positive effect and significant on purchase decision for local brand shoes Ventela. Brand image has positive effect and significant on purchase decision for local brand shoes Ventela.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43120110156 |
| Uncontrolled Keywords: | Keputusan Pembelian, Persepsi Harga, Kualitas Produk, Citra Merek Purchase Decision, Price perception, Product Quality, Brand Image. |
| 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: | SUTRA DEWANGGA |
| Date Deposited: | 30 Jan 2025 04:48 |
| Last Modified: | 30 Jan 2025 04:48 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/93731 |
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