Sahara, Fitri (2024) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN ES KRIM COLD MOO DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
This study aims to determine the effect of Product Quality, Service Quality and Brand Image on purchasing decisions for Cold Moo Ice Cream. The respondents in this study are consumers who have previously purchased Cold Moo ice cream. Data collection for this research will be conducted using a questionnaire distributed to 110 respondents. The data analysis employed in this study is statistical, in the form of Structural Equation Modeling with Partial Least Squares (SEM-PLS). The results of this study show that Product Quality has a positive and significant effect on Purchase Decision and Price Perception has a positive and significant effect on Purchase Decision. Brand Image does not have a significant effect on Purchase Decision. Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Produk, Kualitas Pelayanan dan Citra Merek Terhadap Keputusan Pembelian Pada Es Krim Cold Moo. Responden pada penelitian ini adalah konsumen yang sudah pernah membeli es krim cold moo. Pengumpulan data pada penelitian ini menggunakan kuesioner yang akan disebarkan kepada 110 responden. Analisis data yang digunakan adalah statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian dan Persepsi Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Citra Merek tidak berpengaruh signifikan terhadap Keputusan Pembelian.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43122110153 |
| Uncontrolled Keywords: | Product Quality, Service Quality, Brand Image, purchasing Decisions, Cold Moo. Kualitas Produk, Kualitas Pelayanan, Citra Merek, Kaputusan Pembelian, Cold Moo. |
| 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: | OKTAFIYANI AZ ZAHRO |
| Date Deposited: | 04 Feb 2025 08:00 |
| Last Modified: | 04 Feb 2025 08:00 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/93767 |
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